Watchdog dismisses complaints about King’s Lynn incinerator brochure

Advertising watchdogs have dismissed complaints about a brochure and website promoting the controversial incinerator proposed for King's Lynn.

Eight complaints were made to the Advertising Standards Authority (ASA) about advertising produced by Cory Wheelabrator to promote the Willows Power and Recycling Centre at Saddlebow.

Among the complaints were that claims emissions at such plants were monitored 24 hours a day and that it would have no significant effect on health or traffic were misleading.

However, the ASA did not uphold any of the complaints. The watchdog said a statement which followed the 24-hours-a-day monitoring claim 'made clear that Cory were referring to the emissions they were required to monitor by law and not to all emissions emitted from the facility. Because of that we considered the claim had been substantiated and concluded it was not misleading.'

The Cory Wheelabrator consortium welcomed the decision as it confirmed their belief the material was 'legal, decent, honest and truthful'.


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However anti-incinerator campaigner Mike Knights, who had complained, has appealed the decision. He maintained most readers would assume the statement over monitoring meant all pollutants legally required to be measured are measured for 24 hours a day.

He said the Waste Incineration Directive means some emissions only have to be monitored for up to eight hours twice a year and four times in the first year.

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