UKTFA to report "scaremongering" concrete advert to ASA
26 May 2007An advert placed in Building magazine by the Precast Flooring Federation (PFF) which implies timber frame construction is a fire risk, is to be reported to the Advertising Standards Authority by the UK Timber Frame Association (UKTFA).
The full-page advert, described as “scaremongering” and “extreme” by UKTFA chief executive Bryan Woodley, featured a large photo of a timber frame building on fire at a construction site in north London in July 2006, with the words “Precast concrete floors significantly reduce the spread of fire. Whereas timber…”
Published with the support of the Concrete Centre, the advert appeared in the May 18 edition of Building.
Mr Woodley pointed out that the photo used of the Colindale fire was of a timber frame development under construction, not a completed development, and that 99% of homes in the UK had timber flooring.
“We believe it's totally inappropriate and that it warrants investigation by the ASA. The way the advert is worded is scaremongering. The timber industry has to react robustly against these extremes,” he said.
TTJ asked the PFF for a response regarding the nature of the advert and whether it was part of a campaign involving negative comments about wood.
Phil Harris, chairman of the PFF's marketing committee, said the principal objective had been to focus on the fire-resistant properties of concrete.
“This particular advertisement is one of a series. On this occasion, a news story provided an opportunity to highlight the fire resistance of concrete,” he said.
Mr Harris said he would confer with members of the PFF's marketing committee on the content of future advertisments and whether any recommendations for changes should be made.
