British Gas environmental ad escapes ban

LONDON - British Gas' "your home is your world" ad by CHI & Partners has escaped a ban from the Advertising Standards Authority.

Two viewers complained that the ad’s claim that British Gas provided affordable energy via its wind farm was misleading as conventional power sources are considerably less expensive.

British Gas argued that the ad claimed only that electricity from wind farms was renewable and affordable and reflected the company’s standard tariffs compared with its green tariffs.

British Gas supplied further evidence to show that its eco-friendly tariffs were not significantly more expensive than its standard tariffs.

The ASA concluded that in the context of the ad, the claim "affordable" was unlikely to be regarded by viewers as a reference to wind energy in general.

No further action was necessary.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).