Writer, Off-Grid Advisor, Public Speaker, Sustainability Consultant, Alternative Energy, and battery storage, Documentary award winner, Broadcaster
CALLING OUT THE NATIONAL GRID Here is a complaint from Off-Grid.net to the Advertising Standards Authority, against M&C Saatchi's ad for the Great Grid Upgrade. We keep watch on the UK energy oligopoly, and support meaningful change in the nation's energy system. To: Advertising Standards Authority, London, UK 19/9/2024 We are writing to object to the National Grid's current ad titled "Great Grid Upgrade," which launched on September 2, 2024. We believe it contravenes the Advertising Standards Authority (ASA) Code of Advertising Practice, specifically Sections 3 (Misleading Advertising) and 7 (Truthfulness). The ad is here: https://lnkd.in/gKRjiS9q The 40-second advertisement features a lorry at dawn with the song "Call Out the Instigator" playing in the background. It presents a series of shots depicting electricity users engaged in their daily lives: a chef in a kitchen (at 5 seconds), a man putting laundry into a launderette (13 seconds in), a woman using a hairdryer (20 seconds), and a sheep in a field with a large pylon in the background (25 seconds). The voiceover states, "We're connecting the nation's electricity grid to cleaner, more affordable sources of energy" (29 seconds), concluding with the word "Now" sung emphatically in the musical track (35 seconds). While the visuals aim to depict ordinary individuals benefiting from these changes "now", the claims made in the voiceover lack substantiation and create a misleading impression regarding the benefits of the cleaner energy sources. 1. Misleading Affordability Claims: The assertion that these new sources of energy are "more affordable" raises immediate questions. Affordable compared to what? Current data shows that new wind farms have an associated cost of approximately £170 per MWh, higher than both gas and Waste-to-energy, which are estimated at £120/MwH. Without providing a clear comparison or context, this claim is ambiguous and misleading. 2. Temporal Misrepresentation: The use of the word "Now," emphasised in the accompanying musical track, implies an immediate connection of these new energy sources to the grid. However there is typically a 5-10 year delay before significant energy sources, such as large solar farms, can be integrated with the existing grid. This creates a false expectation among consumers regarding the immediacy of these developments. Given these points, we request that ASA investigate potential breaches of the Code. We believe that it is imperative for advertisements, especially those related to public utilities and energy sources, to present information that is not only truthful but also clear and substantiated. We have attached a screenshot from the advertisement for your reference, which illustrates the misleading context of the claims being made. Thank you for your attention to this matter. We look forward to your prompt response regarding the actions that will be taken. Yours sincerely, Nick Rosen - CEO Off-Grid.net -
Writer, Off-Grid Advisor, Public Speaker, Sustainability Consultant, Alternative Energy, and battery storage, Documentary award winner, Broadcaster
1moPlease write to ASA with your own objections if you agree with the above.