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Firm says facts are 'not disputed', despite ASA adjudication Kingspan claims ad row 'victory'

KINGSPAN Building Products is claiming victory in its wrangle with the UK Mineral Wool Association (Eurisol), despite an Advertising Standards Authority (ASA) adjudication against the firm.

The ASA investigated complaints from Eurisol members, including manufacturers and suppliers of mineral wool insulation products, following a press advertisement which claimed that a one per cent moisture content in mineral wool can reduce its thermal performance by 85 per cent.

The ASA adjudication, based on research conducted by the Building Research Establishment, found that the advertisement was 'misleading' and that it 'denigrated mineral wool products because it

illustrated this type of product in a particularly negative way'.

However, Kingspan has respon-ded with a press statement headed, 'Kingspan wins on the facts'. Brendan Murtagh, marketing director for Kingspan Group, said: 'Despite the ASA's findings, the facts on the relationship between moisture content and reduced thermal performance on man-made mineral fibre insulation performance are not disputed.'

The ASA pointed out that Kingspan's 'one per cent' of moisture claim was vague, and therefore misleading. It could be taken to mean one per cent by weight - a lower concentration of water than the same percentage by volume.

Eurisol complained that the advertisement could lead specifiers to believe that mineral wool insulation became inefficient at lower moisture levels than is the case.

Kingspan confirmed that it is preparing an amended advertisement still asserting its main criticism of mineral wool.

Ian Knight, secretary general of Eurisol, said: 'I am somewhat saddened that Kingspan persist in maligning competitors' products unjustly with knocking copy.'