ASA ruling on power plant claims

AN advert watchdog has released its findings into publicity material for a proposed power plant scheme in Davyhulme.

Anti-plant campaigners the Breathe Clean Air Group (BCAG) made seven complaints to the Advertising Standards Authority (ASA) about information produced by Peel Energy, who want to build a biomass plant near Barton Bridge.

The watchdog upheld two of the complaints and rejected the other five.

The ASA upheld a complaint that graphics used were misleading, because BCAG did not think they gave a fair representation of the plant's visual impact.

It also backed BCAG's complaint that it was misleading to suggest that local areas "could make use of renewable electricity and heat generated by the site". The ASA said that this was likely to mislead as the power was likely to go to the National Grid.

The ASA found in Peel's favour on claims about the number of homes that would be powered by the plant, the impact on air quality, and the 'minimal' visual impact of the plant.

It also backed Peel on claims about the burning of wood, and the use of a Health Protection Agency quote that "air pollution from incinerators makes up a fraction of one per cent of the country's particulate emissions."

A planning application for the scheme was rejected by Trafford's planning committee last year.

Comments (4)

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10:00pm Tue 27 Mar 12

ModernMG says...

The ASA only make adjudications based on words and images - their comprehension of scientific fact is woefully lacking.
The ASA only make adjudications based on words and images - their comprehension of scientific fact is woefully lacking. ModernMG
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3:38pm Wed 28 Mar 12

Rick57 says...

Interesting to note that the Met Office was contacted by the ASA about air quality and backed Peel Energy's statements. You don't get a better recommendation than the Met Office when it comes to air quality modelling. BCAG looking silly now.
Interesting to note that the Met Office was contacted by the ASA about air quality and backed Peel Energy's statements. You don't get a better recommendation than the Met Office when it comes to air quality modelling. BCAG looking silly now. Rick57
  • Score: 0

7:43pm Wed 28 Mar 12

mms98 says...

Have I missed something , I do not see any note about contacting the met office?
Would that be the same met office who said we dont have hurricanes/tornados in this country?

I dont live near this proposal but I am glad that there is a group who cares about the impact this would have on the local residents.

Peel holdings , would this be the same company who campaigned against the m60 charge/toll charge ?
The same peel holdings who own and operate the warburton bridge charge/toll charge?
Have I missed something , I do not see any note about contacting the met office? Would that be the same met office who said we dont have hurricanes/tornados in this country? I dont live near this proposal but I am glad that there is a group who cares about the impact this would have on the local residents. Peel holdings , would this be the same company who campaigned against the m60 charge/toll charge ? The same peel holdings who own and operate the warburton bridge charge/toll charge? mms98
  • Score: 0

6:40pm Tue 3 Apr 12

ModernMG says...

So the ASA "Backed" Peel Energy's statements? Aren't the ASA supposed to be independent when it comes to complaints?

A model is only a model - there must be plenty of readers who remember the failed forecast which said no high winds were imminent - that forecast was based on a model produced from barometric readings, and was itself fatally flawed. We are all to aware of the outcome in October 1987!
So the ASA "Backed" Peel Energy's statements? Aren't the ASA supposed to be independent when it comes to complaints? A model is only a model - there must be plenty of readers who remember the failed forecast which said no high winds were imminent - that forecast was based on a model produced from barometric readings, and was itself fatally flawed. We are all to aware of the outcome in October 1987! ModernMG
  • Score: 0

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