The Advertising Standards Authority (ASA) ruled that the expansion of the Ultra Low Emission Zone (ULEZ) was promoted using “misleading” claims about pollution levels, both inside cars and across London. Three radio adverts, which aired in the lead-up to the expansion of ULEZ, were found to be misleading.
A Transport for London (TfL) radio advert was deemed to be misleading after claiming “most air pollution related deaths actually occur in Outer London areas.” The ASA found the claim was misleading because the advert did not explain the basis of the claim, leading to public misunderstanding about the actual number of deaths.
In another ad, the ASA determined that a statement about a halving of nitrogen dioxide levels in central London was misleading, as the basis for the claim was calculated in terms of “non-ULEZ and ULEZ scenarios” rather than actual air quality sampling data.
Additionally, the ASA upheld a complaint about a radio advert by the Greater London Assembly, which said “one of the most polluted places in London is inside your car,” ruling that the advert lacked adequate substantiation.
The advertising regulator directed TfL and the GLA to ensure the basis for their environmental claims was made clear and relevant evidence was held to substantiate any objective marketing claims. TfL has said it will take the ASA’s rulings into account when drafting future adverts.
A London Mayor spokesperson affirmed confidence in the accuracy of City Hall’s advertisement, and stated that the advert underwent a rigorous policy and industry approval process. The expansion of ULEZ was put into place to improve air quality and reduce health risks associated with vehicle emissions. TfL allocated £9 million to marketing the ULEZ expansion into outer London last year, and non-compliant vehicles are required to pay a daily fee of £12.50 to enter the city.