This article is from the source 'guardian' and was first published or seen on . It last changed over 40 days ago and won't be checked again for changes.
You can find the current article at its original source at https://www.theguardian.com/business/2023/jun/13/anglian-water-ad-banned-pollution-record-sewage
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| Anglian Water ad banned by regulator over pollution record | Anglian Water ad banned by regulator over pollution record |
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| ASA pulls advert making positive environmental claims because it omitted firm’s history of sewage spills | ASA pulls advert making positive environmental claims because it omitted firm’s history of sewage spills |
| An ad campaign by Anglian Water extolling how it cleans water by creating wildlife-friendly wetlands has been banned for not telling consumers about its history of releasing sewage into the environment. | An ad campaign by Anglian Water extolling how it cleans water by creating wildlife-friendly wetlands has been banned for not telling consumers about its history of releasing sewage into the environment. |
| The ban on the TV and video-on-demand ad, which claims “everything we do today is for tomorrow”, comes less than a month after water companies in England apologised for repeated sewage spills and pledged to invest £10bn this decade in an attempt to quell public anger over pollution in seas and rivers. | The ban on the TV and video-on-demand ad, which claims “everything we do today is for tomorrow”, comes less than a month after water companies in England apologised for repeated sewage spills and pledged to invest £10bn this decade in an attempt to quell public anger over pollution in seas and rivers. |
| The Advertising Standards Authority received nine complaints that the ads were misleading because they omitted “significant information” on “Anglian Water’s history of releasing sewage into the environment”, for which it had been fined. | The Advertising Standards Authority received nine complaints that the ads were misleading because they omitted “significant information” on “Anglian Water’s history of releasing sewage into the environment”, for which it had been fined. |
| The ASA pointed out that in 2021, the most recent year data was available, Anglian Water had received an overall environmental performance assessment (EPA) of two stars, out of a maximum of four, meaning that the company “requires improvement”. | |
| Anglian Water said it was investing in “environmental protection and improvement for the long term” and that elements of the wider campaign also included addressing criticism aimed at the company and the industry “regarding perceptions of environmental performance”. | Anglian Water said it was investing in “environmental protection and improvement for the long term” and that elements of the wider campaign also included addressing criticism aimed at the company and the industry “regarding perceptions of environmental performance”. |
| The company said it often “exceeded the expectations” of regulators such as the Environment Agency and Ofwat and did not believe “any significant information had been omitted from the campaign”. | The company said it often “exceeded the expectations” of regulators such as the Environment Agency and Ofwat and did not believe “any significant information had been omitted from the campaign”. |
| However, Environment Agency figures earlier this year showed there were a total of 301,091 sewage spills in 2022, an average of 824 a day. | However, Environment Agency figures earlier this year showed there were a total of 301,091 sewage spills in 2022, an average of 824 a day. |
| Anglian Water told the ASA that it did not actively dump sewage into rivers and seas. | Anglian Water told the ASA that it did not actively dump sewage into rivers and seas. |
| “We care deeply about helping look after our region and apologise that we unintentionally misled customers with this advertisement,” the water company said. | “We care deeply about helping look after our region and apologise that we unintentionally misled customers with this advertisement,” the water company said. |
| “We fully accept the ruling and took prompt action to remove the advert in line with the Advertising Standard Authority’s guidance.” | “We fully accept the ruling and took prompt action to remove the advert in line with the Advertising Standard Authority’s guidance.” |
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| The ASA said: “We accepted that Anglian Water were carrying out a number of activities that could have a positive impact on the environment. | The ASA said: “We accepted that Anglian Water were carrying out a number of activities that could have a positive impact on the environment. |
| “However, because they also carried out activities that caused harm to the environment, which contradicted the overall impression of the ad, we considered that was material information which should have been made clear in the ads. We concluded that the ads omitted material information and were therefore misleading.” | “However, because they also carried out activities that caused harm to the environment, which contradicted the overall impression of the ad, we considered that was material information which should have been made clear in the ads. We concluded that the ads omitted material information and were therefore misleading.” |