Brighton and Hove City Council's "Cosy Killer" campaign, launched in December, aimed to raise awareness about the health risks associated with solid fuel burning, particularly wood stoves and open fires. The council asserted that smoke particles from domestic burning contribute to 1 in 20 deaths among residents over 30 and claimed that wood burning produces more small particle emissions than all UK road traffic combined. This campaign employed digital billboards and sparked significant public discourse about air quality and health risks within the community.
However, the campaign came under scrutiny when the Advertising Standards Authority (ASA) issued an "advice notice" after it received a complaint disputing the accuracy of these claims. The ASA noted that advertisers must provide adequate evidence when making objective assertions about public health. In the case of Brighton's campaign, the authority indicated that the council should not state these claims if they cannot be comprehensively supported by data.
Brighton chimney sweep Rob Whittingdon contested the council's assertion that wood burning produces more emissions than road traffic, referencing recent data from the Department for Environment, Food and Rural Affairs (DEFRA). February reports from DEFRA indicated that road transport actually released more PM2.5 and PM10 emissions than domestic combustion in 2023. Whittingdon expressed concern over the council's failure to retract or clarify their statements after they withdrew the claim during the campaign, emphasising the importance of basing public health statements on the latest evidence to ensure accurate information is disseminated to the public.
In response to the criticisms, Councillor Tim Rowkins from the council defended the original claims, suggesting they were supported by DEFRA and Public Health England research. He stated, "All the statements included in this campaign were substantiated… based on research which is available in the public domain." He maintained that the comparison of emissions from solid fuels to those from road traffic was accurate according to the 2022-23 DEFRA data. However, he acknowledged that new figures were released in February 2025, which prompted an update to the campaign materials.
The debate surrounding solid fuel burning and its implications for public health has become increasingly pertinent in light of changing emissions data. Recent studies have revealed that wood burning stoves contributed 29% of total PM2.5 emissions in 2022, showcasing their significant role in domestic air pollution. Just a decade prior, emissions from wood burning were around 22%, reflecting a worrying trend in increasing household fuel combustion. Meanwhile, road transport accounted for only 18%, further complicating the narrative surrounding the sources of air pollution.
With the popularity of wood-burning stoves on the rise, combined with pressures to address air quality, local authorities are under obligation to inform the public accurately about health risks. As Councillor Rowkins affirmed, local councils have a duty to raise awareness of these risks, especially in urban settings where pollution can reach higher levels.
Moreover, studies highlight that while emissions from other sectors have decreased over the years, the escalation in wood-burning usage has counteracted some of these reductions in overall particulate pollution levels. This dilemma presents a challenge for policymakers aiming to balance public health recommendations with the realities of domestic energy choices.
As Brighton continues to navigate this complex issue, the effectiveness and accuracy of its public health messaging will be crucial in shaping community understanding and behaviour regarding air quality and health protection.
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Source: Noah Wire Services