Britain: Ads banned for overstating climate change
Two government advertisements that use nursery rhymes to warn people of the dangers of climate change have been banned by the Advertising Standards Authority (ASA) for exaggerating the potential harm.
The adverts, commissioned by Ed Miliband, the energy secretary, used the rhymes to suggest that Britain faces an inevitable increase in storms, floods and heat waves unless greenhouse gas emissions are brought under control.
The ASA has ruled that the claims made in the newspaper adverts were not supported by solid science and has told the Department of Energy and Climate Change (DECC) that they should not be published again.
It has also referred a television commercial to the broadcast regulator, Ofcom, for potentially breaching a prohibition on political advertising.
The rulings will be an embarrassment for Miliband, who has tried to portray his policies as firmly science-based. He had commissioned two posters, four press advertisements and a short film for television and cinema, which started appearing in October last year in the run-up to the Copenhagen climate talks.
They attracted 939 complaints — more than the ASA received for any advertisement last year. The deluge posed problems for the ASA, which is not a scientific body, so it decided to compare the text of Miliband’s adverts with the reports of the Intergovernmental Panel on Climate Change (IPCC).
Based on that comparison, it ruled that two of the DECC’s adverts had broken the advertising code on three counts: substantiation, truthfulness and environmental claims.