Overview
- The Advertising Standards Authority ruled on Wednesday that one graphic from Brighton and Hove City Council’s “Cosy Killer” campaign was misleading because it implied a direct causal link between wood burners and a measured rise in PM2.5 near four primary schools.
- The ASA said it accepted the council’s sensor data but did not see robust evidence tying the seasonal increase solely to domestic wood burning, and it banned that specific advert under CAP rules on misleading claims and substantiation.
- Brighton and Hove City Council defended its winter–summer comparison showing higher PM2.5 in colder months and provided an academic memorandum supporting its interpretation, but the council said it accepts the ASA ruling and will review campaign wording.
- The council has already ended the campaign and announced plans to introduce a Smoke Control Area covering most of the city later in 2026, a move that will change what fuels and appliances residents may lawfully use in much of Brighton.
- The case highlights a wider challenge for local public health messaging because short-term spikes in PM2.5 can come from multiple causes such as weather, traffic and heating choices, so regulators demand clearer causal proof before adverts single out one source.