Asbestos site developers in breach of advertising codes

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The Advertising Standards Authority (ASA) has issued a damning ruling against developers who want to build over 600 homes and a children’s nursery on a site that was once one of the world’s biggest asbestos factories.

A series of investigations by the national media culminated, late last year, with the potential developers, Countryside Properties PLC, and local company MMC Estates, publicly apologising for its “past actions” and “miscommunication”.

However, within weeks of the apologies, 50,000 glossy, colour brochures entitled “Spodden Valley Regeneration - Community News.” were published by MMC Estates, supported by Countryside Properties PLC.

Complaints were made to the ASA about the claims and assurances made in the brochures concerning the ownership of the site, contamination levels and safe limits of asbestos exposure. 

Today the ASA has ruled that the brochures were misleading and breached advertising codes for honesty, truthfulness and substantiation on three of the five complaints made.

Save Spodden Valley co-ordinator, Jason Addy comments:

“Reading the ASA’s ruling, it appears that 50,000 households may have been misled. The breaches of honesty and truthfulness by MMC and Countryside Properties PLC concerned asbestos, a known killer.

“Far too many people in Rochdale have witnessed deaths caused by asbestos from the Spodden Valley.

“The developers seem to have huge advertising budgets and influential public relations firms. Why can’t they produce advertising that conforms to codes of honesty and truthfulness?”

“The questionable claims made in the glossy brochures were an insult to many in Rochdale.  Perhaps the Spodden Valley may need the help of medical doctors rather than ‘spin doctors’.

“Years ago, when Turner & Newall ran the asbestos factory, they were accused of publishing misleading comments on health and safety. Unfortunately, history seems to be repeating itself.

“This is a becoming a scandal. We must have a Public Enquiry to ensure that all the facts about asbestos and contamination on this site are known”.

Controversy has raged for almost 2 years since property speculators ordered the destruction of woodlands within the 72 acre site surrounding the former asbestos factory complex, however, the controversial planning application for the development at the former Turner & Newall asbestos factory site remains firmly on hold.