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The Advertising Standards Authority (ASA) has judged that an advert promoting concrete construction is untrue and misleading.

This follows an earlier, similar judgement regarding an advert on the safety of concrete construction compared to steel construction.

The latest advert for the British Association of Reinforcement, which appeared in a national press supplement about concrete and in trade magazines, featured a picture of a globe with a dotted line between the UK and South America. It was headed 'You decide' and stated: 'Reinforcement: manufactured sustainably from 100 per cent recycled scrap metal that is locally sourced. Or steel sections: unsustainably manufactured from natural resources imported thousands of miles away?'

The ASA said the advert was misleading because a large proportion of reinforcing steel sold in the UK is manufactured outside of the UK from raw materials which have travelled thousands of miles. Hence, the ASA considered that the advert misrepresented the sustainability of reinforcing steel and was likely to mislead. The advert breached Code clauses 3.1 (Substantiation), 7.1 (Truthfulness), 19.1 (Other Comparisons) and 49.1 (Environmental Claims).

Derek Tordoff, director general, British Constructional Steelwork Association

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