Adverts for the growth of London’s Ultra Low Emission Zone (ULEZ) made claims which have been “likely to mislead” about air pollution ranges throughout London and inside vehicles, a watchdog has discovered.
The Advertising Standards Authority (ASA) stated it had acquired complaints about claims in a radio advert commissioned by Transport for London (TfL) on ranges of nitrogen dioxide (NO2).
TfL, which runs ULEZ, stated NO2 ranges had decreased by virtually half on account of the scheme – however the watchdog stated these weren’t primarily based on measurements of air high quality taken earlier than and after it was applied.
Instead, TfL primarily based its declare on calculating the distinction between present air high quality measurements and a “non-ULEZ scenario”, however with out qualifying this for listeners and certain deceptive them, the ASA discovered.
The ASA additionally upheld complaints about claims in a second TfL advert on how most deaths associated to air air pollution “actually” occurred in outer London, when this was in reality primarily based on modelled estimates.
The ASA stated the advert was prone to mislead listeners as a result of it didn’t clarify the idea of the declare.
In a separate ruling, the ASA discovered a declare made in a radio advert by the Greater London Authority (GLA) which said “according to research, one of the most polluted places in London is inside your car” was deceptive.
The ASA stated proof offered by the GLA did set up automotive customers have been uncovered to air air pollution when inside their car and it could possibly be greater than when utilizing different types of transport.
However, the GLA had in a roundabout way in contrast air pollution inside a automotive in London with different areas across the metropolis, which means it had not been adequately substantiated and was prone to mislead listeners.
The ASA stated it acquired a complete of 504 complaints about six TfL adverts for ULEZ and 38 complaints in regards to the GLA advert, solely a few of which have been upheld.
The ULEZ is a flagship coverage of the Mayor of London, Sadiq Khan, who has insisted it’s “vital”.
TfL stated it was “disappointed” with the ASA’s ruling, including how scientific evaluation primarily based on modelled eventualities and estimates was “standard practice” within the scientific group and central authorities.
A TfL spokeswoman added: “The ASA did not challenge the science. Its ruling centres around a minor technical point in some ads.
“It can also be clear from sturdy scientific evaluation that the central London ULEZ was key to virtually halving the nitrous oxide emissions within the authentic ULEZ space.”
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In November, a brand new unbiased evaluation revealed air high quality in London had improved because the introduction of the primary low-emission zone within the capital in 2008.
A staff from the University of Bath stated the launch of the scheme 15 years in the past – and the next introduction of ULEZ in 2019 – helped cut back particulate matter in Greater London by 13% between 2008 and 2013, in comparison with 2003 to 2007.
Source: information.sky.com”