Transport for London ads for Ulez made ‘misleading’ claims, watchdog rules

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Adverts for the growth of London’s Ultra Low Emission Zone (Ulez) made deceptive claims about air pollution ranges throughout the capital and inside vehicles, a watchdog has discovered.

The Advertising Standards Authority (ASA) stated claims made by Transport for London (TfL), which runs Ulez, that ranges of nitrogen dioxide (NO2) had decreased by nearly half on account of the scheme weren’t based mostly on measurements of air high quality taken earlier than and after it was carried out, as listeners of the radio advert may count on.

Instead, TfL based mostly 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 that the majority deaths associated to air air pollution “actually” occurred in outer London, when this was in actual fact based mostly on modelled estimates.

The ASA stated the advert was more likely 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 that “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 that automobile customers have been uncovered to air air pollution when inside their automobile and that it might be greater than when utilizing different types of transport.

However, the GLA had in a roundabout way in contrast air pollution inside a automobile in London with different areas across the metropolis, that means it had not been adequately substantiated and was more likely to mislead listeners.

The ASA, which acquired a complete of 504 complaints about six TfL ads for Ulez and 38 complaints concerning the GLA advert – solely a few of which have been upheld – careworn that it was not its function to rule on the validity of Ulez, however slightly to evaluate whether or not claims made within the ads have been offered alongside strong proof.

The watchdog has advised each TfL and the GLA to make sure that claims relate to related proof extra carefully in future.

TfL stated it was “disappointed” with the ASA’s ruling, including that scientific evaluation based mostly on modelled eventualities and estimates was “standard practice” within the scientific group and central authorities.

A spokeswoman stated: “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.

“The science is absolutely 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.

“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 stated: “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.”