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| Version 1 | Version 2 |
|---|---|
| Duchy rebuked over village claim | Duchy rebuked over village claim |
| (about 2 hours later) | |
| The Duchy of Lancaster has been rebuked by the advertising watchdog for exaggerating the need for redevelopment of a North Yorkshire village. | The Duchy of Lancaster has been rebuked by the advertising watchdog for exaggerating the need for redevelopment of a North Yorkshire village. |
| In a leaflet sent to people living in Cloughton, the Duchy said: "Residents agree the village is in decline." | |
| The Advertising Standards Authority (ASA) ruled it had overstated the need for more development. | The Advertising Standards Authority (ASA) ruled it had overstated the need for more development. |
| The Duchy is a portfolio of land, property and assets which provides an independent income to the monarch. | The Duchy is a portfolio of land, property and assets which provides an independent income to the monarch. |
| Part of the letter from the Duchy of Lancaster, read: "There is a recognised need for a plan because, based on current evidence, the village is very much in decline - a process which can be reversed, but prompt action is needed." | Part of the letter from the Duchy of Lancaster, read: "There is a recognised need for a plan because, based on current evidence, the village is very much in decline - a process which can be reversed, but prompt action is needed." |
| Complaints upheld | Complaints upheld |
| It also said that with changes in rural life "the community and fabric that is Cloughton is under threat". | It also said that with changes in rural life "the community and fabric that is Cloughton is under threat". |
| The leaflet went on to claim that villagers wanted new housing in the style of the Prince of Wales's "model" village in Poundbury in Dorset and that most felt more housing would benefit the area. | The leaflet went on to claim that villagers wanted new housing in the style of the Prince of Wales's "model" village in Poundbury in Dorset and that most felt more housing would benefit the area. |
| We had not seen evidence that demonstrated that the existence of Cloughton was endangered The Advertising Standards Agency | We had not seen evidence that demonstrated that the existence of Cloughton was endangered The Advertising Standards Agency |
| Angered by the claims, the Residents of Cloughton Association sent a 17-point complaint to the advertising watchdog, which upheld seven of their concerns. | Angered by the claims, the Residents of Cloughton Association sent a 17-point complaint to the advertising watchdog, which upheld seven of their concerns. |
| The ASA ruled the claims were misleading and the letter was not to appear again in its current form. | The ASA ruled the claims were misleading and the letter was not to appear again in its current form. |
| It said: "We considered that consumers would understand the claim 'the community and fabric that is Cloughton is under threat' to mean that the very existence of the village was vulnerable and in danger. | It said: "We considered that consumers would understand the claim 'the community and fabric that is Cloughton is under threat' to mean that the very existence of the village was vulnerable and in danger. |
| "We had not seen evidence that demonstrated that the existence of Cloughton was endangered. | "We had not seen evidence that demonstrated that the existence of Cloughton was endangered. |
| "We considered that claim was likely to be an exaggeration and therefore concluded that it was misleading." | "We considered that claim was likely to be an exaggeration and therefore concluded that it was misleading." |
| In response, the Duchy said that changes in rural life had been "well-documented" and that the closure of the post office and an ageing population meant Cloughton was under threat. | In response, the Duchy said that changes in rural life had been "well-documented" and that the closure of the post office and an ageing population meant Cloughton was under threat. |
| It said "Poundbury" was a way of describing architectural style and it had been made clear to villagers that the plan was not final. | It said "Poundbury" was a way of describing architectural style and it had been made clear to villagers that the plan was not final. |
| Paul Clarke, clerk of the council and chief executive officer for the Duchy, said: "It was never our intention to mislead any recipient of the original report. | |
| "We will nonetheless be taking on board the points made to ensure that any future documentation accords with ASA requirements." | |
| The Duchy of Lancaster covers 18,700 hectares across England and Wales. | The Duchy of Lancaster covers 18,700 hectares across England and Wales. |
| It has provided the Sovereign with an independent source of income since 1399. | It has provided the Sovereign with an independent source of income since 1399. |