Bricycles welcomes ruling on Unchain’s misleading 20 mph casualties ad

12 November 2014: Bricycles welcomes today’s ruling from the Advertising Standards Authority on this advert about casualties on 20 mph roads.

The ad from pro-motoring group “Unchain the Brighton Motorist” appeared in The Argus on 18 July 2014. One of the headings read “Casualties rise by more than 20% on 20 mph roads”. The ad implied there was a relationship between 20 mph speed limits and an increase in casualties. The ad has been judged to be misleading and unsubstantiated by the advertising regulator. The ASA have told Unchain to ensure they do not make claims in future about the relationship between speed limits and casualties if they cannot substantiate them. The ad breached the code on misleading advertising, substantiation and qualification, and it must not appear again in its current form.

This is the third time the ASA have ruled that advertisements produced by the Unchain group have been misleading. There have been four rulings in total on Unchain the Brighton Motorist, with three upheld or partially upheld

Becky Reynolds of Bricycles said “We complained to the ASA about this ad and we welcome their ruling which confirms our view that the ad was misleading. We don’t want to see the public misinformed about a crucial area like Road Safety. Far from an increase in casualties, the data in Brighton and Hove for phase 1 of the 20 mph area shows that there has been a decrease in both the number of casualties and the severity of injuries when the figures for 8 April 2013 to 7 April 2014 are compared with the previous three years. Collisions are also down. We are strongly in support of slower traffic speeds which are a great step forward for the safety of all road users.”

Figures for the first year of 20 mph Phase 1 implementation are at www.brighton-hove.gov.uk/20mph Casualties and collisions are significantly down. Figures for Phase 2, implemented in July 2014 are not available yet.

In a separate ruling, following a complaint from the Unchain group about a Brighton and Hove City Council leaflet, the ASA supported the Council’s statement that a 20mph speed limit leads to a reduction in road collisions and the severity of casualties and improves the quality of life of local neighbourhoods. It’s good news that the ASA agree on this crucial and frequently disputed point. However they ruled against the Council’s claim that 20 mph limits encouraged more walking and cycling for local trips which in turn would bring significant health benefits and reduce congestion. They do not accept that there is enough evidence!

20 mph Orders for excluded roads

The Traffic Regulation Orders (TROs) to reduce speed limits to 20 mph on Preston Drove, Surrenden Road and Stanford Avenue have now been published, along with a couple of others that slipped through the process. It only takes a couple of minutes to give your support via a simple response form on the Council’s website or by emailing parking.consultation@brighton-hove.gov.uk DEADLINE: 8th April 2014. The reference numbers are TRO-9b-2014 and TRO-9c-2014. You must give your full name and address. Tell the council that these roads are main routes to schools. 20 mph speed limits mean greater safety and a better environment for healthy walking and cycling.

People without web access can write to the Executive Director Environment, Development & Housing, Brighton & Hove City Council, Hove Town Hall, Room 323, Norton Road, Hove, BN3 3BQ, following the points above. Deadline 8th April 2014. Spread the word!

Sign this 20 mph petition!

Safe on the roads? Why not 20 mph where children are going to school?

It’s good news that all parties have agreed to Phase 2 of Brighton and Hove’s 20 mph speed limit programme, but some roads used by many children and parents going to school around Fiveways, have been wrongly excluded, like Preston Drove (in the photo), Stanford Avenue, Surrenden Road and Braybon Avenue. Sign the petition below! People are more important than a bit of driving time. https://you.38degrees.org.uk/petitions/20mph-speed-limit-for-preston-drove-stanford-avenue-and-surrenden-road-in-brighton