ASA labels TfL ad ‘misleading’

A poster advertising London’s congestion charge has been dubbed “misleading” by the Advertising Standards Authority (ASA).

The advertising watchdog has asked Transport for London (TfL) to stop using posters which use the headline: “Where will all the cash from the congestion charge go? Improving transport in London”. The ad was created by Triangle Communications.

According to the ASA, the ad misleadingly implies that revenue will be immediately spent on improving transport in London when, for the first few years, it will be spent on collecting and administering the charge.

The ASA has referred TfL to the Committee of Advertising Practice Copy Advice team for help in compiling future advertisements.

The ASA has upheld complaints from paint company Ecos Paints against seven different companies for using the word “natural” in their advertising. The ASA has ruled that the ads mislead consumers by implying that no synthetic products have been used in the products being advertised.

The companies include The Green People Company, which manufactures baby bodycare products; Erinvale Natural Skincare; health and beauty products manufacturer Living Nature; and Auro Organic Paint Supplies.

A spokeswoman for the ASA says: “Some years ago, the ASA upheld complaints against Ecos Paints ads which used the word natural, implying that it did not use synthetic ingredients in its paints.”

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