Government pollution advert did not break guidelines

A Government campaign likening a car exhaust to pollution from an industrial chimney did not break advertising guidelines, a watchdog ruled today.

The television advert for the Department for Transport's (DfT) Act on CO2 campaign showed an image of what appeared to be pollution from a factory chimney but was revealed to be fumes from a car exhaust.

A voice-over stated: "Scientists say rising CO2 emissions are causing our climate to change. In the UK, over 40% of these emissions are caused by the things we do as individuals. Car travel is the single biggest contributor to this."

On-screen text attributed the figure to 2009 UK Government data before the voice-over went on to say: "But together we can begin to make a difference by driving five miles less a week."

The Advertising Standards Authority (ASA) received 52 complaints from viewers who challenged whether the claim that car emissions were the "single biggest contributor" to human-produced CO2 emissions could be substantiated.

Two viewers believed that emissions from livestock were greater.

Defending the ad, the DfT said it aimed to make viewers aware of the contribution car travel made to CO2 emissions and to encourage people to reduce their emissions by driving five miles less a week.

The ad clearly pointed out that 40% of UK CO2 emissions came from individual actions, of which 26% came from personal car use, the DfT said.

The department said it was not claiming car use was the greatest contributor to human-produced CO2 emissions, but that it was the single biggest contributor to CO2 emissions caused by actions taken by individuals.

It supplied figures for CO2 output from 13 individual activities, arguing that personal car use including the commute to work but excluding business travel amounted to 26.1% of individual CO2 emissions, exceeding that of space heating, water heating and personal flights.

The ASA rejected the complaints, saying the ad clearly referred to individuals' contributions to CO2 emissions through activities such as the use of heating, electrical appliances and transport rather than industrial production or the rearing of livestock.

Last month, the ASA banned two Department of Energy and Climate Change adverts for exaggerating the potential dangers of climate change.

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
Voices
Oscar Pistorius is led out of court in Pretoria. Pistorius received a five-year prison sentence for culpable homicide by judge Thokozile Masipais for the killing of his girlfriend Reeva Steenkamp
voicesThokozile Masipa simply had no choice but to jail the athlete
Arts and Entertainment
Sister Cristina Scuccia sings 'Like a Virgin' in Venice
music

Like Madonna, Sister Cristina Scuccia's video is also set in Venice

Arts and Entertainment
James Blunt's debut album Back to Bedlam shot him to fame in 2004
music

Singer says the track was 'force-fed down people's throats'

News
i100
Life and Style
The Tinder app has around 10 million users worldwide

techThe original free dating app will remain the same, developers say

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

Head of Ad Sales - UK Broadcast

competitive + bonus + benefits: Sauce Recruitment: An award-winning global mul...

Trainee Recruitment Consultant

£18000 - £30000 per annum + uncapped: SThree: Do you feel your sales role is l...

Trainee Recruitment Consultant

£20000 - £45000 per annum + uncapped: SThree: Key featuresA highly motivated ...

Vendor Services Manager (IT) - Central London

£50000 - £55000 per annum + benefits: Ashdown Group: Vendor Services Manager (...

Day In a Page

Two super-sized ships have cruised into British waters, but how big can these behemoths get?

Super-sized ships: How big can they get?

Two of the largest vessels in the world cruised into UK waters last week
British doctors on brink of 'cure' for paralysis with spinal cord treatment

British doctors on brink of cure for paralysis

Sufferers can now be offered the possibility of cure thanks to a revolutionary implant of regenerative cells
Let's talk about loss

We need to talk about loss

Secrecy and silence surround stillbirth
Will there be an all-female mission to Mars?

Will there be an all-female mission to Mars?

Women may be better suited to space travel than men are
Oscar Pistorius sentencing: The athlete's wealth and notoriety have provoked a long overdue debate on South African prisons

'They poured water on, then electrified me...'

If Oscar Pistorius is sent to jail, his experience will not be that of other inmates
James Wharton: The former Guard now fighting discrimination against gay soldiers

The former Guard now fighting discrimination against gay soldiers

Life after the Army has brought new battles for the LGBT activist James Wharton
Ebola in the US: Panic over the virus threatens to infect President Obama's midterms

Panic over Ebola threatens to infect the midterms

Just one person has died, yet November's elections may be affected by what Republicans call 'Obama's Katrina', says Rupert Cornwell
Premier League coaches join the RSC to swap the tricks of their trades

Darling, you were fabulous! But offside...

Premier League coaches are joining the RSC to learn acting skills, and in turn they will teach its actors to play football. Nick Clark finds out why
How to dress with authority: Kirsty Wark and Camila Batmanghelidjh discuss the changing role of fashion in women's workwear

How to dress with authority

Kirsty Wark and Camila Batmanghelidjh discuss the changing role of fashion in women's workwear
New book on Joy Division's Ian Curtis sheds new light on the life of the late singer

New book on Ian Curtis sheds fresh light on the life of the late singer

'Joy Division were making art... Ian was for real' says author Jon Savage
Sean Harris: A rare interview with British acting's secret weapon

Sean Harris: A rare interview with British acting's secret weapon

The Bafta-winner talks Hollywood, being branded a psycho, and how Barbra Streisand is his true inspiration
Tim Minchin, interview: The musician, comedian and world's favourite ginger is on scorching form

Tim Minchin interview

For a no-holds-barred comedian who is scathing about woolly thinking and oppressive religiosity, he is surprisingly gentle in person
Boris Johnson's boozing won't win the puritan vote

Boris's boozing won't win the puritan vote

Many of us Brits still disapprove of conspicuous consumption – it's the way we were raised, says DJ Taylor
Ash frontman Tim Wheeler reveals how he came to terms with his father's dementia

Tim Wheeler: Alzheimer's, memories and my dad

Wheeler's dad suffered from Alzheimer's for three years. When he died, there was only one way the Ash frontman knew how to respond: with a heartfelt solo album