22.10.14
HS2 Ltd forced to withdraw advert after accuracy complaint
HS2 Ltd was forced to withdraw an advertisement promoting the project after the Advertising Standards Authority (ASA) agreed with a complaint that it was misleading.
The DfT says it “stands by” the information in the now-withdrawn video.
Camden resident and anti-HS2 campaigner Fran Heron made the complaint, raising 19 issues with the online animated promotional video.
The ASA agreed with 15 of these issues, which included claims that HS2 would stimulate growth around the UK, that it would deliver £2 for every £1 spent, and that the project would lead to homes being created.
Heron said: “The HS2 promotional animation was very engaging and cleverly drawn. The great pity is it was ram-jam full of deliberate distortions, gross exaggerations, statistical manipulation and fairy-tale narrative. There was nothing new there though, as it bears all the hallmarks of a typical HS2 Ltd public relations disaster. HS2 Ltd keep throwing public money at conning the public, but the public are not conned.”
The short film detailed the UK’s need for an improved transport service and described how HS2 would meet these needs.
HS2 Ltd agreed to withdraw the video, and it is no longer available on their website, meaning the ASA will now not proceed with their investigation.
The ASA has included HS2 Ltd in its list of ‘informally resolved cases‘, which states: “After consideration by the ASA of complaints received, the following companies and organisations agreed to amend or withdraw advertising without the need for a formal investigation.”
This is the third time HS2 Ltd has agreed to amend or withdraw claims, and thus avoid having to defend itself following a complaint to the ASA.
Stop HS2 campaign manager Joe Rukin said: “It is clear that HS2 Ltd have decided to withdraw a grossly misleading advert rather than have the ASA rule that they had produced a grossly misleading advert, and are now trying to come up with feeble excuses, despite this being the third time this has happened. This advert was just one in a long line of incidences where HS2 Ltd and the government have been willing to suggest that things they have made up because they sound good are indeed facts. The reason HS2 Ltd have to make things up to make their project sound like a good idea is because there aren’t any real facts which support the project.”
When PSE asked HS2 Ltd for comment we were referred to the Department for Transport, who were the original commissioners of the video.
A DfT spokesman said: “We stand by the information provided in the footage. The case for HS2 is clear – it is a vital part of our long-term economic plan. By improving connectivity, freeing up space on our existing network, boosting local skills, generating tens of thousands of jobs and helping rebalance our economy, it will have a transformational effect on the UK and secure the country's future prosperity. The video was always going to be taken offline after a year as we only bought annual music rights to support the film.”
The withdrawn video is still available on the HS2 Ltd Vimeo page.
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