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Misleading windfarm advert banned
Credit: Kat Lay | The Times | August 28, 2013 | www.thetimes.co.uk ~~
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A windfarm advert has been banned after watchdogs ruled that its claim to reduce CO2 emissions by 55,371 tonnes each year was misleading.
The Advertising Standards Authority (ASA) also found that the leaflet, produced by Renewable Energy International, misled readers on the farm’s benefits for the local community.
The leaflet, handed out at an information evening, described a proposed project for 14 turbines in Lisnaharney, about 2½ miles southwest of Gortin, Co Tyrone.
It claimed that developing the wind energy industry locally would “retain jobs and earnings”, adding: “540 direct, indirect and induced job years will be created during the 18-month construction period, producing wages of £10m and gross value added of £18.1m.
“Post-construction spend in local economy estimated at £900,000 per annum for 25 years covering rents, local land and property rates.”
The ASA said it was not clear how the company’s figures had been calculated.
The watchdog also noted that the company’s Economic Impact Study, on which its CO2 claim was based, did not refer to annual reduction “targets”, but to current levels of carbon dioxide reductions.
“We considered the claim in the ad was therefore misleading in that regard,” the ASA said.
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