The advertising censor ASA has received more than 200 complaints that the government's latest TV campaign on climate change is misleading.
The Department of Energy and Climate Change (DECC) launched the £6m campaign, in which the government throws its weight behind the scientific evidence that climate change is man-made and will affect us all.
DECC said it has taken the stronger approach because research has shown that more than half of the UK public think climate change will have no effect on them.
However, over the past week the Advertising Standards Authority has received 202 complaints about the campaign.
Some have argued that there is no scientific evidence of climate change; others claim there is a division of scientific opinion on this issue and therefore the ad should not have attributed global warming to human activity.
Another complaint was that the ad, which features a father telling his daughter a scary bedtime story about climate change, is inappropriate to be seen by children because it is upsetting and scaremongering .
The ASA is assessing the complaints and will make a decision on whether to launch an investigation in due course.
Update: Drowning in a Sea of Complaints
22nd October 2009. Based on article
The ASA, the Advertising censor, is to consider the Government climate change TV advert which featured a drowning puppy and rabbits dying of thirst.
The ASA said the advert had prompted more than 350 complaints and that it would now be launching an investigation.
It will now look into claims that the film should not have been shown before the 9pm watershed because children would have been watching. The censor will also examine whether the advert would have been distressing for youngsters and whether it
constituted scaremongering .
Others have also complained that the advert which is part of a £6million campaign had presented human caused climate change as fact and challenged the statistics used. Critics also suggested that the content was political and accused it of being
The investigation is expected to last for two to three months before a ruling is made.