Eco-town advert 'misled public'
May 27, 2009
The developers of a controversial eco-town in Warwickshire misled nearby residents about its potential benefits, the advertising watchdog has ruled.
The Advertising Standards Authority said there was insufficient evidence to back up the claims in a regional press advert for the Middle Quinton eco-town.
The developers, St Modwen and The Bird Group of Companies, said the town would create 4,700 jobs and 6,000 homes.
The firms said the figures came from reputable expert consultants.
The advert had said that the 258-hectare site near Stratford-upon-Avon was planned for "under-used brownfield" land and that plans had been submitted for consideration by the the government
It added that a £100m investment for Middle Quinton's infrastructure would include a new western bypass for Stratford.
'Factual certainties'
The ASA was contacted by Mid-Worcestershire MP Peter Luff, an opponent of the scheme, who said he doubted the developers would be able to substantiate those promises.
The two companies had said they expected that people would not have taken the points as "factual certainties" and that they could have changed as a result of any comments that came from the government.
However, the ASA upheld Mr Luff's complaint and ordered that the advert must never reappear unless the companies could provide evidence to support the claims.
The watchdog found that the term "brownfield" could mislead people as the site included woodland, water and agricultural land.
It said it was presented as a "factually absolute claim" that 4,700 jobs would be created, which it found misleading.
The ASA also said the claim Stratford's western bypass would be built was not down to the companies to decide.
It added the final decision on whether to build the road would still be made by local councils.
The Middle Quinton development has been strongly opposed by local residents, backed by celebrities including author Jilly Cooper, actors Dame Judi Dench and John Nettles and racing driver Johnny Herbert.
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