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Peel cleared over power plant ad

Peel Holdings subsidiary has fought off complaints about its manner of promoting a planned power plant in North Yorkshire.

Five complaints were made by objectors claiming Peel Environmental’s literature about a planned “renewable energy centre” was misleading.

The complainants questioned whether the site, at a former coal mine at Selby, could be said to produce renewable energy and if it would use proven technologies as the literature claimed. Other concerns included visual impact and a claim that the plant, at Escrick, would create 100 jobs.

However, the Advertising Standards Authority (ASA) only upheld one complaint, that which questioned the impact of the plant on jobs.

The ASA said: “We considered that although some jobs would be created for the operation of the anaerobic and gasification facilities, we had not seen appropriate evidence, based on development-specific data, in support of the claim.”

Peel plans to develop the site with UK Coal. The plant is expected to generate 10 megawatts of electricity, with 80 per cent from gasification of commercial waste, involving burning at high temperatures, and 20 per cent from the anaerobic digestion of organic material.