Brighton & Hove City Council (BHCC) has been told that one of the posters used in its controversial ‘Cosy Killer’ campaign breaches advertising regulations.
The Advertising Standards Agency (ASA) has upheld a complaint which accused the council of misleadingly implying the use of wood burners and open fires was the cause of the an increase in particle pollution around four schools.
However, the ASA has not banned BHCC from continuing to use the ‘Cosy Killer’ slogan in future campaigning.
The digital poster, seen around the region last December, included a graphic of a wood-burning stove that was emitting smoke in the shape of an adult and child, and the text: “Harmful particle pollution near 4 city primary schools was 78% higher last winter compared with last summer. Wood burners and open fires. The cosy killer.”
The ASA ruling said: “The ad implied that wood burners and open fires were the cause of the claimed increase in particulate pollution around four city primary schools.
“However, we have not seen evidence to substantiate the claim. We therefore concluded the ad was likely to mislead.”
It is the second time the ASA has taken issue with BHCC’s ‘Cosy Killer’ campaign.
It issued the council with an ‘Advice Notice’ last year after its use of data in its winter 24/25 campaign was found to be inaccurate.
At the time, Councillor Tim Rowkins, BHCC’s cabinet member for net zero and environmental services, denied they had been warned, saying they had merely been told to be more careful with their citing of data.
Now after a second intervention from the ASA he has remained unapologetic about the council’s public messaging linking wood burning with death.
In a statement to Fireplace Specialist magazine, Cllr Rowkins said: “We have clear and detailed local data that shows the impact that burning solid fuels has on air quality in our densely populated urban areas.
“The health implications of PM2.5 exposure are well-documented and we have a duty to protect the health of our residents.
“We are committed to ensuring our messages are accurate and reliable. The ASA has ruled that, in one of the campaign graphics we used, there was an insufficiently clear link to the evidence. We accept that ruling and will be taking time to review it to ensure any learning for the future.
“There was no ruling against the campaign as a whole or the other materials that were used. The campaign ended in February, and we have no plans to run it again in its original form.
“Later this year we’ll be introducing a new Smoke Control Area covering most of the city, accompanied by information and clear guidance on what can be burned and how.
“We’re working towards cleaner air in Brighton & Hove and will always act to protect the health of people in our city.”
A spokesperson for HETAS, said: “This ruling is a reminder that all claims – including those about air quality – need to hold up to scrutiny.
“Domestic burning is a recognised contributor to particulate pollution, but the amount any single fire produces varies widely: appliance type and age, fuel quality, how a stove is operated, and how well it is maintained all make a measurable difference.”
Erica Malkin, Executive Director at the Stove Industry Association, said: “The ASA’s ruling highlights the importance of balanced and evidence-led discussion around air quality and domestic heating.
“The SIA has always recognised that air quality is an important public health issue, and we support proportionate measures that deliver meaningful emissions reductions. Air quality is a complex issue involving multiple contributing sources, which is why constructive and balanced public discussion is so important.
“The industry has invested significantly in modern stove technology, fuel quality standards and consumer education. Today’s Ecodesign-compliant appliances are specifically designed to achieve lower emissions and improved efficiency compared to older appliances and open fires.
“We hope this ruling encourages a more balanced and constructive conversation about how we continue improving air quality while recognising the progress that has already been made and the role that modern, responsibly operated appliances can play in people’s homes.”
Andy Genovese, owner of Hove Wood Burners, who was one of the two complainants against the advert, said he was pleased to see the ASA take action.
He said he would prefer to see BHCC promote the cleanest and best wood burning stoves and practices rather than labelling the entire industry ‘Cosy Killers’.