MP slams eco-advert

The MP for Mid-Worcestershire made a formal complaint to the Advertising Standards Authority (ASA) about an advertisement featured in a local newspaper on September 11.

Mr Luff claims the advert, which attempted to promote arguments for the construction of a 6,000 home eco-town at Long Marston, was ‘both factually wrong and materially misleading’.

He highlighted what he believes were false claims that the site is unused brownfield land, where in fact two thirds of the site earmarked for development is greenfield, and dismissed ‘innacurate’ claims the eco-town would create 4,700 new jobs.

Mr Luff also criticised a report by the housing charity Shelter which welcomed 'much needed social housing' in the area.

He claimed it was influenced by the Department for Communities and Local Government (CLG).

In a letter to Shelter’s chief executive Adam Sampson, Mr Luff said: “I agree that there is a need for more social and affordable housing in my constituency, and in the surrounding constituencies. However, no such housing need exists at the site of the proposed ‘eco-town’.

“The need in my own constituency is closer to the main towns of Evesham, and Droitwich Spa and in the North, with some local need in individual villages.

“Building the homes in the wrong place would mean that people will be ripped from their social networks and effectively forced to live in places they do not wish to.”

Developers St Modwen and the Bird Group refute the claim there was any intention to mislead the public and stand by the information printed in their advert.

Shelter have also defended their eco-town report and denied any government influence.

Shelter spokesperson, Rachael Orr, said: "The views expressed in our booklet are entirely Shelter's own. It was written by Shelter and based on research by an independent consultant with local knowledge.

“The CLG has no editorial control whatever and did not ask for any."