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Advertising Standards Agency throws out North Selby mine complaints

The Advertising Standards Agency (ASA) has rejected a number of complaints that challenged environmental claims made in a brochure for Peel Environmental’s proposed Renewable Energy Centre in North Selby.

Four complaints challenged the statement that now-abandoned plans for a 120,000-tonne gasification facility would generate renewable energy, alleging that most of the power generated would be on non-renewable grounds. Another two complaints challenged the literature’s claims that gasification and anaerobic digestion were “proven technologies”.

The ASA adjudication stated: “The ASA noted that the energy generated at the proposed centre would be derived from waste. We also noted the definition of ‘renewable’ in the context of energy generation in EU Directive 2009/28/EC. We considered that this definition was sufficiently recognised and mirrored in UK Government policy, most notably in the Renewables Obligation Certificates system. We noted all the energy produced by the anaerobic digestion (AD) plant would derive from organic waste and considered that this energy could therefore be described as ‘renewable’.”

In response to the second allegation, the ASA ruled: “We considered that both AD and gasification had been practically and successfully applied in commercial settings, as opposed to being only at the demonstration stage, therefore we considered that the technologies were ‘proven’. Because of this we concluded that the claim ‘proven technologies’ was not misleading.”

Peel Environmental welcomed the news, but declined to comment further.

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