B&Q chief attacks government advert

The chairman of Kingfisher, parent company of DIY retailer B&Q has attacked the government’s £6m climate change campaign, claiming it is “negative” and unlikely to mean anything to householders.
Ian Cheshire said of the Department of Energy and Climate Change’s ‘Act on CO2’ campaign, “irritates the living daylights out of me.”

The latest phase of the campaign has already attracted around 350 complaints that it was misleading or inappropriate for children and is being investigated by the Advertising Standards Authority.

Cheshire claimed the tone of the campaign was not the way consumers think or speak unless they are in the 20% who have already been converted.

He pointed out that the majority of people in B&Q focus groups “don’t know what you’re talking about when you ask them about carbon footprints”.

About Fiona Russell-Horne

Group Managing Editor across the BMJ portfolio.

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