07 February 2024 , 11:51
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The Advertising Standards Authority (ASA) has ruled that adverts for the expansion of London's Ultra Low Emission Zone (Ulez) made misleading claims about pollution levels.
The ASA found that Transport for London (TfL), which runs Ulez, did not base its claims on air quality measurements taken before and after the scheme was implemented. Instead, TfL calculated the difference between current air quality and a "non-Ulez scenario", potentially misleading listeners.
The ASA also upheld complaints about a second TfL ad claiming most deaths related to air pollution occurred in outer London, when this was based on modelled estimates. In another ruling, the ASA found a radio ad by the Greater London Authority misleading for claiming "according to research, one of the most polluted places in London is inside your car".
The GLA was criticised for not directly comparing pollution inside a car in London with other locations around the city, leading to claims that it could mislead listeners. The ASA, which received 504 complaints about six TfL ads for Ulez and 38 complaints about the GLA ad, stressed its role was to assess whether claims made in the ads were backed by solid evidence.
It advised both TfL and the GLA to ensure future claims are more closely related to relevant evidence. TfL expressed disappointment with the ASA's ruling, stating that scientific analysis based on modelled scenarios and estimates is standard practice.
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A spokeswoman said: "The ASA did not challenge the science. Its ruling centres around a minor technical point in some ads. We will take this into account when drafting the wording and referencing in any future adverts." She added that the science is clear about the significant harm of air pollution on people's health and that estimated premature deaths from air pollution are higher in outer London than in inner London.
She also stated: "It is also clear from robust scientific assessment that the central London Ulez was key to almost halving the nitrous oxide emissions in the original Ulez area. The expansion of the Ultra Low Emission Zone is playing a crucial role in the reduction of air pollution improving air quality for everyone in London and reducing the harms to health associated with vehicle emissions."
A spokesman for London Mayor Sadiq Khan said: "The ASA is not challenging the science behind the advertisement, and we are confident that it contains nothing misleading. The advert went through a robust policy and industry approval process.
"Studies from global institutions have shown that exposure to air pollution, even at low levels, is very damaging to people's health. We are satisfied with the science behind the claim and how we presented it."
* An AI tool was used to add an extra layer to the editing process for this story. You can report any errors to [email protected]