The east England water provider's TV ad, with positive environmental claims, was said to be misleading as it didn't mention the negative effects of its sewage dumping.
Anglian Water must include information about its sewage discharge, and the negative impact the company has, when making environmental claims in ads, the advertising watchdog has said.
The Advertising Standards Authority upheld a challenge by nine complainants that Anglian Water ads were misleading because they omitted the company's history of releasing sewage. The TV and video on demand ad - which appeared in September and October last year - cannot be aired in its current format again and the ASA has said future adverts must be"adequately qualified" when making environmental claims and must not omit"material information" about the negative impact the company had on the environment.
In the ad, the water provider for the east of England, said it was creating wetlands to clear water using nature. It also said it was protecting nature, using tanks to collect rain to prevent flooding."In fact, everything they do today is for tomorrow", a voiceover said.In reaching its decision, the ASA considered the fact Anglian Water had fallen below expected standards in a number of environmental performance assessments .
Latest EPA reports, from 2021, showed Anglian Water performed"below target" for the number of sewerage pollution incidents and for compliance with their discharge permit.
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