Congestion poster 'misleading'

Congestion poster 'misleading'

Transport for London (TfL), the operator of London's congestion charge, has been told to change a claim made in adverts for the scheme.

The organisation used posters to inform the public about the plan and its benefits.

One said: "Where will all the cash from the congestion charge go? Improving transport in London."

Eight people contacted the Advertising Standards Authority (ASA) complaining the poster was "misleading."

Eight people complained

They argued that not all the money raised would immediately go into improvements as some would be spent on collecting and administering the charge.

TfL said that all the cash congestion charging "raised" - meaning over and above the cost of administering the scheme - was legally required to go into improvements.

After an investigation the ASA concluded the poster referred to "all the cash from the congestion charge" going to improving transport in London and not the money "raised."

In its ruling the advertising watchdog said the poster was "misleading because not all the cash would be invested in improvements because much would be spent on administrative costs, particularly at the start of the scheme."

Wording approved

It told TfL to make it clear in future adverts that only money "raised" would be spent on improvements.

A spokesman for TfL said two other advertising standard agencies, the Broadcast Advertising Clearance Centre and the Radio Advertising Clearance Centre (RACC), cleared the use of words criticised by the ASA.

"All of the cash raised by the congestion charge - in terms of net revenue - will be spent on improving London's public transport and road network," the spokesman added.

The authority rejected a second complaint against the advertising campaign, that transport in London would not improve because motorists' freedom of movement would be restricted.

But the ASA said the extra money spent on road schemes and the reduction in car numbers would amount to an improvement.

The congestion charge means that motorists that drive into central London will now have to pay £5.

The scheme, which began on 17 February, is expected to raise £130m-a-year in net revenue, according to TfL.