please find below the text of the letter from the ASA.
"Thank you for your recent complaint, submitted via our online form.
I understand that you regarded the advertisement as misleading because you thought it implied cars can cause asthma, and because busses emit more fine particulates than cars and are therefore worse polluters. However, we are unable to pursue the matter as it is unlikely that the advertisers have breached our Code.
We considered that the majority of viewers would have a basic knowledge of the issues surrounding respiratory problems and pollution. In our opinion, the advertisement did not claim that claim that vehicle emissions cause asthma; rather, the claim “just ask a child with asthma” would be interpreted to mean that pollution from cars could exacerbate the symptoms. We understand that there is a body of evidence available to demonstrate that.
The advertisement was promoting the use of public transport, encouraging readers to travel by bus instead of car. In this instance, the advertisers were persuading car drivers to choose an alternative form of transport with the headline “Don’t block it – bus it”. In reducing the number of cars on the road, exhaust emissions from and vehicle congestion would also be reduced. The pollution from one bus would be lower than that emitted from, potentially, 70 or so cars (regardless of whether busses emit more particulates on average).
I realise this outcome will disappoint you, but thank you for taking the time to lodge your complaint with us.
Our website,
www.asa.org.uk contains information about the ASA and the work we do, including the results of our investigations into other recent complaints."
Disappointing yes, but mainly for repeating the utter cobblers about busses (sic) replacing 70 cars..
