Advertising Standards Authority rules against misleading Back Heathrow ad claiming 60% support for runway

The Advertising Standards Authority (ASA) has banned an advert from “Back Heathrow” claiming that most local people back Heathrow expansion. “Back Heathrow” is a lobby group, funded through Heathrow with the aim of pushing for the 3rd runway. Back Heathrow ran a regional press ad headlined “Rallying for the runway” with the line “Don’t believe the hype. Most people living in communities near Heathrow Airport support its expansion.”  They claimed from polls there was 60% support.  The ASA says the claim was misleading, and the 60% figure had only been massaged up from 50% to that level by omitting the 15% who did not express an opinion. The ASA considered most consumers were likely to understand it to mean that a clear majority of those surveyed in the poll (the original sample) were in support of expansion. They ruled that removing the 15% was “not a suitable methodology by which to draw such a conclusion, and was misleading. The ad must not appear again in its current form, and “Back Heathrow” must not repeat these claims ” unless it held robust substantiation for them.”  This is a blow to “Back Heathrow,” the strategy of which has been to try to convince decision-makers that a majority of local people back a 3rd runway.  That claim looks flimsy. 
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