The Timber Trade Federation is urging the Independent Television Commission (ITC) to reconsider its judgement about a television advertising campaign by Nikon UK Ltd.
The TTF complained to the ITC (TTJ January 5/12) about an advert showing a timber yard with the caption ‘The last rainforest’ which, it said, was detrimental to timber.
The advert, the TTF said, implied that the timber industry was responsible for tropical deforestation and that rainforests were about to cease to exist.
After an investigation the ITC dismissed the complaint, concluding that there appeared to have been no intention by Nikon to comment on the UK timber importing industry.
In a letter to the TTF it said: ‘The advertising is based on speculation. None of the events that have been captured by the advertised product have occurred and the theme is the success or failure that may be attributed to man in time to come. The implication is that he could do something about it.’
The response has not pleased the TTF. Head of public affairs Mark O’Brien said: ‘Obviously we are very disappointed in the judgement, which seems to be highly subjective.
‘The view that there appears to have been no intention to comment on the UK timber importing sector sits ill with the presentation of a timber yard with the caption "The last rainforest". We will be pressing the ITC to reconsider.’
