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Advertisements calling for the expansion of London’s Ultra Low Emission Zone (Ulez) made misleading claims about pollution levels across the capital and in cars, a watchdog has found.
The Advertising Standards Authority (ASA) said claims made by Transport for London (TfL), which operates Urez, that nitrogen dioxide (NO2) levels had been reduced by almost half as a result of the scheme were not based on air quality measurements. said. Before and after implementation, as radio advertising listeners would expect.
Instead, TfL made a claim based on calculating the difference between current air quality measurements and a ‘non-Ures scenario’, but this did not qualify the listener; The ASA found that the ASA may have misled people.
The ASA also upheld complaints over a second TfL ad’s claim that most air pollution-related fatalities “actually” occurred outside London, when this was actually in line with modeled estimates. It was based on
The ASA said the ad could be misleading to viewers as it did not explain the basis of the claim.
In a separate judgment, the ASA found that a claim made in a radio advertisement by the Greater London Authority that “research shows that one of the most polluted places in London is inside a car” was misleading.
(Pennsylvania)
The ASA said evidence provided by the GLA shows that car users are exposed to air pollution when in their cars and may be more exposed to air pollution than when using other forms of transport. He said that it has been proven.
However, the GLA did not directly compare pollution inside London cars with other parts of the city, meaning it was not well documented and could have misled audiences.
The ASA, which received a total of 504 complaints about Urez’s six TfL ads and 38 complaints (only some of which were upheld) about Urez’s GLA ad, said it was up to him to rule on Urez’s effectiveness. He emphasized that it is not a role, but rather an evaluation. Whether the advertising claims are presented with solid evidence.
The watchdog has told TfL and the GLA to now ensure that claims are more closely linked to relevant evidence.
TfL said it was “disappointed” by the ASA’s ruling, adding that scientific analysis based on modeled scenarios and estimates is “standard practice” in the scientific community and central government.
The Ures Zone extends from everywhere within the North and South Ring Roads to cover all of the London Boroughs (PA).
(PA wire)
A spokesperson said: “The ASA did not dispute the science. Its judgment focuses on a small technical point in some advertising.” takes this into account.
“The science is absolutely clear that air pollution causes serious harm to people’s health and that the estimated number of premature deaths from air pollution is higher in outer London than in the city.
“Robust scientific assessments also show that the central London Urez was key to almost halving nitrous oxide emissions in the original Urez area.
“Expanding the Ultra-Low Emission Zone will play a key role in reducing air pollution, improving air quality for everyone in London and reducing the health risks associated with vehicle emissions.”
A spokesperson for the Mayor of London, Sadiq Khan, said: “The ASA does not dispute the science behind the advert and is confident it does not contain anything misleading.” said. This ad has gone through a robust policy and industry approval process.
“Research from global institutions shows that exposure to even low levels of air pollution has very negative effects on people’s health. We look at the science behind this claim and how we presented it. I am satisfied.”