Advert overstates climate risks, says watchdog

Two Government adverts which used nursery rhymes to raise awareness of climate change have been banned for overstating the risks, a watchdog announced today.

The Advertising Standards Authority (ASA) ruled that the adverts created on behalf of the Department of Energy and Climate Change (DECC) and based on the children's poems Jack and Jill and Rub-A-Dub-Dub made exaggerated claims about the threat to Britain from global warming.

The campaign went beyond mainstream scientific consensus in asserting that climate change would cause flooding and drought, the watchdog said.

It noted that predictions about the potential global impact of global warming made by the Intergovernmental Panel on Climate Change (IPCC) "involved uncertainties" that the adverts failed to reflect.

Two posters juxtaposed adapted extracts from the nursery rhymes with prose warnings about the dangers of global warning.

One began: "Jack and Jill went up the hill to fetch a pail of water. There was none as extreme weather due to climate change had caused a drought." Beneath was written: "Extreme weather conditions such as flooding, heat waves and storms will become more frequent and intense."

The second advert read: "Rub-a-dub-dub, three men in a tub - a necessary course of action due to flash flooding caused by climate change." It was captioned: "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."

Upholding the complaints, the ASA said the text accompanying the rhymes should have used more tentative language in both instances.

The newspaper adverts were part of a controversial media campaign launched by DECC last year which attracted a total of 939 complaints.

The watchdog found that the other elements of the campaign, including a television and cinema advert in which a father read his daughter a nightmarish bedtime story about a world blighted by climate change, did not breach its guidelines.

Environment Secretary Ed Miliband said: "The ASA has comprehensively vindicated the accuracy of the TV advert we made and rebuffed those who attempted to use the advertising standards process to question the reality of manmade climate change.

"On the one issue where they did not find in our favour around one word in our print advertising, the science tells us that it is more than 90% likely that there will be more extreme weather events if we don't act. In any future campaign, as requested by the ASA, we will make clear the nature of this prediction.

"We will continue to provide public information about the dangers of climate change."

News
Emma Watson has become the latest target of the 4Chan nude hacking scandal
peopleThreats follows actress' speech on feminism and equality at the UN
Life and Style
food + drink
Arts and Entertainment
British actor Idris Elba is also a DJ and rapper who played Ibiza last summer
film
Life and Style
tech
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
Arts and Entertainment
Geena Davis, founder and chair of the Geena Davis Institute on Gender in Media
tv
News
Alan Bennett criticised the lack of fairness in British society encapsulated by the private school system
peopleBut he does like Stewart Lee
Sport
John Terry, Frank Lampard
footballChelsea captain sends signed shirt to fan whose mum had died
Arts and Entertainment
Rita Ora will replace Kylie Minogue as a judge on The Voice 2015
tv
Life and Style
tech
Life and Style
Alan Turing, who was convicted of gross indecency in 1952, was granted a royal pardon last year
life
Arts and Entertainment
Sheridan Smith as Cilla Black and Ed Stoppard as her manager Brian Epstein
tvCilla Episode 2 review: Grit under the glamour in part two of biopic series starring Sheridan Smith
Life and Style
life
Arts and Entertainment
Tennis player Andy Murray's mum Judy has been paired with Anton du Beke for Strictly Come Dancing. 'I'm absolutely delighted,' she said.
tvJudy Murray 'struggling' to let Anton Du Beke take control on Strictly
Life and Style
Vote with your wallet: the app can help shoppers feel more informed about items on sale
lifeNew app reveals political leanings of food companies
Sport
David Moyes and Louis van Gaal
football
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Semi Senior Accountant - Music

£30000 - £35000 per annum: Sauce Recruitment: A successful, Central London bas...

Sales Director, Media Sponsorship

£60000 - £65000 per annum: Sauce Recruitment: A globally successful media and ...

Head of Affiliate Sales for Emerging Markets

competitive + benefits: Sauce Recruitment: Are you looking for your next role ...

Brand Engagement Manager - TV

£45000 - £55000 per annum: Sauce Recruitment: This is your chance to join a gl...

Day In a Page

Secret politics of the weekly shop

The politics of the weekly shop

New app reveals political leanings of food companies
Beam me up, Scottie!

Beam me up, Scottie!

Celebrity Trekkies from Alex Salmond to Barack Obama
Beware Wet Paint: The ICA's latest ambitious exhibition

Beware Wet Paint

The ICA's latest ambitious exhibition
Pink Floyd have produced some of rock's greatest ever album covers

Pink Floyd have produced some of rock's greatest ever album covers

Can 'The Endless River' carry on the tradition?
Sanctuary for the suicidal

Sanctuary for the suicidal

One mother's story of how London charity Maytree helped her son with his depression
A roller-coaster tale from the 'voice of a generation'

Not That Kind of Girl:

A roller-coaster tale from 'voice of a generation' Lena Dunham
London is not bedlam or a cradle of vice. In fact it, as much as anywhere, deserves independence

London is not bedlam or a cradle of vice

In fact it, as much as anywhere, deserves independence
Vivienne Westwood 'didn’t want' relationship with Malcolm McLaren

Vivienne Westwood 'didn’t want' relationship with McLaren

Designer 'felt pressured' into going out with Sex Pistols manager
Jourdan Dunn: Model mother

Model mother

Jordan Dunn became one of the best-paid models in the world
Apple still coolest brand – despite U2 PR disaster

Apple still the coolest brand

Despite PR disaster of free U2 album
Scottish referendum: The Yes vote was the love that dared speak its name, but it was not to be

Despite the result, this is the end of the status quo

Boyd Tonkin on the fall-out from the Scottish referendum
Manolo Blahnik: The high priest of heels talks flats, Englishness, and why he loves Mary Beard

Manolo Blahnik: Flats, Englishness, and Mary Beard

The shoe designer who has been dubbed 'the patron saint of the stiletto'
The Beatles biographer reveals exclusive original manuscripts of some of the best pop songs ever written

Scrambled eggs and LSD

Behind The Beatles' lyrics - thanks to Hunter Davis's original manuscript copies
'Normcore' fashion: Blending in is the new standing out in latest catwalk non-trend

'Normcore': Blending in is the new standing out

Just when fashion was in grave danger of running out of trends, it only went and invented the non-trend. Rebecca Gonsalves investigates
Dance’s new leading ladies fight back: How female vocalists are now writing their own hits

New leading ladies of dance fight back

How female vocalists are now writing their own hits