Government climate change ads banned for overstating risks
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A Government advertising campaign that uses nursery rhymes to warn of the dangers of climate change is understood to have been banned for exaggerating the damage.
Act on C02 TV campaign
The campaign, created by AMV. BBDO for the Department of Energy and Climate Change (DECC), has been censured after the Advertising Standards Authority received almost 1000 complaints from people that questioned the veracity of its green claims.
The watchdog is believed to have banned two press advertisements after ruling that they could not substantiated by hard evidence. It is not known whether the television and cinema ads used in the campaign have been banned but the ASA is said to have referred the TV ad to Ofcom for potentially breaching political advertising rules.
One ad shows three men in a bathtub over a flooded landscape and includes the text: “Climate change is happening. Temperature and sea levels are rising. Extreme weather events such as storms, floods and heat waves will become more frequent and intense. If we carry on at this rate, life in 25 years could be very different.”
Another depicted two children, Jack and Jill, looking into a dry stone well and included the line: “Extreme weather conditions such as flooding, heat waves and qastorms will become more frequent and intense.”
The ASA is understood to have ruled that it is not scientifically possible to make such definitive statements on climate change.
Other complaints that the advertisements misled as they presented human-induced climate change as fact, are said to have been rejected.
A spokesman for the ASA declined to comment on the reports. The ruling will be published on Wednesday (17 March).
Readers' comments (3)
Anonymous | Mon, 15 Mar 2010 11:53 am
This ruling completely misses the point on climate change. Fair enough the finer points such as the exact number of years till certain effects will leave their mark are not facts, but climate change itself is not in dispute so a few ads that encourage people to lead a more considerate lifestyle & leave a softer footprint (e.g. turn down the thermostat, shut the fridge door, insulate your house, walk more often) are not doing anyone any harm. Its not like they are encouraging irresponsible behaviour, or selling people things they don't want etc. Some people really need to get out more...
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Kelvin Godhard | Mon, 15 Mar 2010 11:54 am
Can of worms, but....if it is OK to have biblical quotes on the side of buses, then it is contradictory to ban this advertising based on lack of factual scientific evidence. This is a powerful and effective advertising campaign which could influence societal behaviour to a point where it benefits our planet and our future generations. The people complaining about this campaign are the problem; not the campaign. I hope the ASA and Government stand strong on this one.
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Barry Robins | Mon, 15 Mar 2010 3:46 pm
A step in the right direction. Most claims for man made climate change are completely unsubstantiated by any real science. They cant predict if it will rain tomorrow never mind that its going to be 6 degrees warmer in 2050.(or all the glaciers will melt by 2035 sorry we meant 2350, in other words we havent a clue.) People mix up being socially responsible not depleting resources with climate change. Two totally seperate issues. Lies and supposition are just that, Lies and supposition.
Well done the ASA.
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