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Advertising regulator dismisses complaints against Norfolk incinerator ad

The UK advertising regulator has dismissed complaints made against some advertising materials promoting a controversial energy-from-waste development in King’s Lynn put forward by Cory Environmental and Wheelabrator Technologies.

The Advertising Standards Authority (ASA) did not uphold any of the seven complaints made against a campaign run in 2012 to support Willows Power & Recycling Centre, in Norfolk. The development was thrown into doubt following last May’s council elections when the UKIP party, which opposes the facility, made significant gains.

Four complainants had challenged as misleading some of the claims part of a regional press ad, including that the construction of the centre would lead to the creation of over 1,000 jobs, that the project would save the local council some £200m and divert some 250,000 tonnes of waste per year from landfill.

The ASA established that the contested claims were substantiated so dismissed the complaints.

The authority had also decided not to uphold four other complaints made against Willows Power & Recycling Centre’s website and newsletter in 2011.

Paul Green, a spokesperson for the Cory Environmental and Wheelabrator Technologies consortium, said the companies welcomed the ASA decision.

“Despite opponents of the project attempting to discredit the consortium’s claims, this ruling confirms our belief that the facts and claims made on the Willows website, in our literature and our adverts do not breach the ASA code and are truthful,” he said.

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