The second complaint set to be upheld found an advertisement that claimed deaths from pollution were higher in outer London failed to make clear that the area had already been covered by Ulez.
“We considered … listeners would likely understand the term ‘Outer London’ as referring to areas that had not already been covered by the Ulez,” the investigators wrote.
“We therefore considered listeners would understand the claim ‘most air pollution related deaths actually occur in Outer London areas’… to refer to the proportion of air pollution-related deaths in the areas that had previously not been covered by the Ulez.”
The ASA investigators say “evidence” it had received from TfL indicates “the mortality burden” in outer London was greater than in inner London, but the advert did not clarify that the claim was again “based on modelled estimates, using historical scenarios”.
The report adds: “TfL said no single official definition of ‘Inner London’ and ‘Outer London’ areas existed.”
Three other complaints about two other adverts were not upheld in the draft report.
The anti-Ulez campaigner who leaked the document said: “This report shows that once again Sadiq Khan, as the chair of TfL, knowingly lied about the claims made in his adverts about the effectiveness and impact of the Ulez scheme, before it even went live.”
‘We are confident the advertisement is accurate’
A TfL spokesman said the transport body was “strongly challenging” the draft recommendations.
“The ASA is not challenging the science… the science is absolutely clear about the significant harm of air pollution on people’s health and that estimated premature deaths from air pollution are higher in outer London than in inner London. We are confident that the advertisement is accurate,” he said.
“Scientific analysis based on modelled scenarios and estimates is standard practice in the scientific community. We are meeting with the ASA to take them through the data and explain in detail how it is used.
“It remains the case that the expansion of the ultra low emission zone is playing a crucial role in the reduction of air pollution – improving air quality for everyone in London and reducing the harms to health associated with vehicle emissions.”
The ASA refused to comment on the leaked document. However, a source stressed that the final ruling had not yet been issued and so the findings could change. It is understood the ruling could be issued officially in the next few weeks.
William Turner is a seasoned U.K. correspondent with a deep understanding of domestic affairs. With a passion for British politics and culture, he provides insightful analysis and comprehensive coverage of events within the United Kingdom.
