Eco-town advert 'misled public'

Local residents have strongly opposed the eco-town plans

The developers of a controversial eco-town in Warwickshire misled nearby residents about its potential benefits, the advertising watchdog has ruled.

The Advertising Standards Authority said there was insufficient evidence to back up the claims in a regional press advert for the Middle Quinton eco-town.

The developers, St Modwen and The Bird Group of Companies, said the town would create 4,700 jobs and 6,000 homes.

The firms said the figures came from reputable expert consultants.

The advert had said that the 258-hectare site near Stratford-upon-Avon was planned for "under-used brownfield" land and that plans had been submitted for consideration by the the government.

It added that a £100m investment for Middle Quinton's infrastructure would include a new western bypass for Stratford.

'Factual certainties'

The ASA was contacted by Mid-Worcestershire MP Peter Luff, an opponent of the scheme, who said he doubted the developers would be able to substantiate those promises.

The two companies told the ASA they expected people would not have taken the points as "factual certainties" and could have changed as a result of any comments that came from the government.

However, the ASA upheld Mr Luff's complaint and ordered that the advert must never reappear unless the companies could provide evidence to support the claims.

The watchdog found the term "brownfield" could mislead people as the site included woodland, water and agricultural land.

'Acted with integrity'

It said it was presented as a "factually absolute claim" that 4,700 jobs would be created, which it found misleading.

The ASA also said the claim Stratford's western bypass would be built was not down to the companies to decide.

The two firms said they were disappointed the ASA had failed to appreciate the context of the advert which was designed to "communicate a 'vision' of Middle Quinton" to the community.

John Dodds, Midlands regional director for St Modwen, said: "We believe we have acted with integrity and sought only to inform the public openly about our plans for the eco-town."

The Middle Quinton development has been strongly opposed by some residents as well as celebrities including author Jilly Cooper and actor Dame Judi Dench.