The Stove Industry Association (SIA) has noted the recent ruling by the Advertising Standards Authority (ASA) regarding Brighton & Hove City Council’s “Cosy Killer” advertising campaign.
The ruling found that the Council had not held sufficient evidence to support an implied claim that wood burners and open fires were the direct cause of a reported increase in particulate pollution around four primary schools. The ASA concluded that the advertisement was likely to mislead and instructed the Council to ensure that robust evidence is held to substantiate any future claims where a direct causal link is stated or implied.
Clean air is important. The SIA has consistently supported measures that improve air quality and reduce emissions. Modern stove technology, fuel quality standards and consumer education have all contributed to significant improvements in the performance of domestic solid fuel heating appliances over recent decades.
Public debate around domestic burning has become increasingly polarised in recent years. Concerns around air quality should be taken seriously. At the same time, it is important that public discussion reflects the differences between appliance types, fuel quality and user behaviour, as well as the significant progress made in modern stove technology over recent decades.
Modern Ecodesign-compliant stoves are subject to stringent emissions and efficiency requirements and are specifically designed to reduce particulate emissions compared with older appliances and open fires. At the same time, the industry continues to support initiatives that encourage the use of dry wood fuel, correct appliance operation and the replacement of older, higher-emitting technologies.
The SIA believes that progress on air quality is best achieved through collaboration, education and continued technological improvement. Policymakers, local authorities, industry and consumers all share the same objective: cleaner air and healthier communities.
Constructive dialogue and continued collaboration are the best way to achieve that goal.
