This is the best summary I could come up with:

A Wessex Water TV advert about its plans to tackle storm overflows has been banned as misleading because it omitted key information about its record on sewage pollution.

Storm overflows are supposed to be used by water companies only in extreme weather but for many years they have been used routinely, discharging raw sewage even on dry days in some cases.

It claimed that the ad took a balanced and transparent approach by addressing the shortcomings of outdated systems, particularly storm overflows and sewers, while providing an honest account of their forward progress plan.

However, the ASA concluded that although Wessex’s plan would probably result in environmental improvements, its storm overflow problems had caused harm to the environment and “we considered that was significant information which should have been made clear in the ads”.

It said: “In this case, we considered that this ad gave people the impression that Wessex Water was taking steps to reduce environmental damage caused by pollution incidents associated with storm overflow.”

Wessex Water said: “We are disappointed with the ASA’s ruling based on one single complaint it received about our advert seen by hundreds of thousands of people … We acknowledge that past environmental performance has fallen below our expectations and we have taken steps to address this.”

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