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Heathrow ad lands in trouble for holding back polling data Heathrow ad lands in trouble for holding back polling data
(about 7 hours later)
A group pushing for a third runway at Heathrow has had an ad claiming the support of most local residents banned after the advertising watchdog found it had held back polling data.A group pushing for a third runway at Heathrow has had an ad claiming the support of most local residents banned after the advertising watchdog found it had held back polling data.
Back Heathrow ran a regional press ad headlined “Rallying for the runway” which ran with the line “Don’t believe the hype. Most people living in communities near Heathrow Airport support its expansion.” Back Heathrow ran a regional press ad headlined “Rallying for the runway” with the line: “Don’t believe the hype. Most people living in communities near Heathrow Airport support its expansion.”
The Advertising Standards Authority received five complaints that said the claim that the group had widespread local support was misleading. The Advertising Standards Authority received five complaints that said the claim the group had widespread local support was misleading.
Back Heathrow said that in light of another ASA ruling against a similar campaign it had run, which was banned, the group had made sure the survey of residents had come from constituencies the watchdog deemed “local to Heathrow”. Back Heathrow said that in light of another ASA ruling against a similar campaign it had run, which was banned, the group had made sure the survey of residents had come from constituencies the watchdog deemed “local to Heathrow”. Within the 12 constituencies polled, 50% supported the expansion compared to 33% who did not.
Within the 12 constituencies polled, 50% supported the expansion compared to 33% who did not.
Back Heathrow also said that it added a footnote to the ad which stated that the latest independent polling showed 60% of local residents had “expressed an opinion in support of expansion”.Back Heathrow also said that it added a footnote to the ad which stated that the latest independent polling showed 60% of local residents had “expressed an opinion in support of expansion”.
Related: Heathrow third runway decision put off until at least summer 2016Related: Heathrow third runway decision put off until at least summer 2016
The ASA found that to get to the statement of 60% in support, the Back Heathrow campaign had excluded 15% of those surveyed on the grounds they had not expressed any opinion, creating their own analysis of just for/against.The ASA found that to get to the statement of 60% in support, the Back Heathrow campaign had excluded 15% of those surveyed on the grounds they had not expressed any opinion, creating their own analysis of just for/against.
“Given that a significant number of respondents, who had expressed an opinion albeit a neutral one, had been excluded from the sample, we considered that this was not a suitable methodology by which to draw such a conclusion,” ruled the ASA. “We considered that the evidence held back by Back Heathrow demonstrated that only 50% of all those polled were in support of expansion.”“Given that a significant number of respondents, who had expressed an opinion albeit a neutral one, had been excluded from the sample, we considered that this was not a suitable methodology by which to draw such a conclusion,” ruled the ASA. “We considered that the evidence held back by Back Heathrow demonstrated that only 50% of all those polled were in support of expansion.”
The ASA said that therefore Back Heathrow did not substantiate its claim that “most” people living in communities near Heathrow airport supported its expansion. The ASA said that therefore Back Heathrow did not substantiate its claim that “most” people living in communities near Heathrow airport supported its expansion. “Consequently, the ad breached the [advertising] code,” the ASA ruled. “We told Back Heathrow not to repeat the claims … unless it held robust substantiation for them.”
“Consequently, the ad breached the [advertising] code,” the ASA ruled. “We told Back Heathrow not to repeat the claims … unless it held robust substantiation for them.” After the ASA ruling, Back Heathrow tweeted:
Groups such as Back Heathrow say they represent local residents who support a third runway at the site, however anti-expansion campaigners and Gatwick, which is competing to get its own new runway, have claimed the groups are a front for the airport’s own campaigns. One of our adverts has been banned by the ASA. Apparently we believed 53% was a majority! Read the ruling against us https://t.co/luiMSLlfDc
Groups such as Back Heathrow say they represent local residents who support a third runway at the site. However anti-expansion campaigners and Gatwick, which is competing to get its own new runway, have claimed the groups are a front for the airport’s own campaigns.
The battle between Heathrow and Gatwick over where to build a new runway to meet rocketing demand in and around London has become politically toxic with many residents and local politicians near both sites opposed to expansion. The government has repeatedly put off making a decision, and now says an answer won’t be given until this summer at the earliest.The battle between Heathrow and Gatwick over where to build a new runway to meet rocketing demand in and around London has become politically toxic with many residents and local politicians near both sites opposed to expansion. The government has repeatedly put off making a decision, and now says an answer won’t be given until this summer at the earliest.