A Wood for Good press advert has been referred to the Advertising Standards Authority (ASA) by the concrete, cement and aggregates industry body the Mineral Products Association.
The advert focused on the claimed environmental benefits of timber-based construction over other methods. It described wood as the only carbon neutral construction material and focused on the energy required to make and process steel and concrete compared to that required for timber and wood products. It featured a weighing scale carrying a timber-based and masonry house to illustrate the difference in carbon emissions involved in the two build methods.
In an initial ruling, the ASA upheld the complaint against Wood for Good, but subsquent submissions by the campaign are now being considered.
A spokesperson for the ASA said that a final judgement should be made “in the near future”.
