Eco-town developers’ advert ‘misled public’
May 27 2009 By Paula Fentiman
Developers hoping to build a controversial eco-town misled the public about potential benefits of the scheme, the advertising watchdog ruled today.
A regional press advertisement for the Middle Quinton eco-town, near Stratford-upon-Avon, included a series of claims by St Modwen Properties and The Bird Group of Companies for which they did not have sufficient evidence, according to the Advertising Standards Authority.
The ad stated that a “Vision” document had been submitted to the Government detailing a masterplan for the 258 hectare (637 acre) “under-used brownfield” site in Warwickshire.
It said the “zero-carbon sustainable community” would create more than 4,700 jobs and 6,000 homes that would contribute towards Stratford’s housing provision. In addition, the ad claimed Middle Quinton’s £100 million investment in infrastructure would deliver Stratford’s Western bypass.
Mid-Worcestershire MP Peter Luff, who has opposed the scheme, complained to the watchdog and challenged whether the developers could substantiate those pledges.
St Modwen, based in Quinton, Birmingham, and Stratford-based The Bird Group, responded by saying the points made in the advertisement were based on and supported by “high quality reports” commissioned from reputable expert consultants to communicate the developers’ commitments truthfully.
