“MISLEADING” claims about the ultra-low carbon emissions of Reading Buses’ fleet will be removed from its flyers after a complaint to the advertising watchdog.

The Advertising Standards Agency has told Reading Transport – the council-owned company that runs the bus firm – that it must remove the term “ultra-low emissions” from its literature about its fleet of hybrid and gas-powered buses.

Transport campaigner Colin Lee criticised the company for using the tagline “a breath of fresh air” and argued it implied the 20 biogas buses do not damage the environment.

While admitting the hybrid and biogas buses – which make up around 40% of the total fleet – emit less pollutants than ordinary ones, Mr Lee demanded that the tagline and the reference to “ultra-low emissions” be changed.

He said: “I welcome improvement in air quality but it is unacceptable to exaggerate and use selective sound bites to make a point which ill-informs and misleads.

“One presumes that the other 60% are not ultra-low and therefore are contributing significantly to the town’s pollution on its fuel base alone.”

Reading Buses has agreed to alter the reference to “ultra-low” emissions, amend claims about reduced carbon emissions to make it clear it only applies to the running of the bus, and clarify that compressed gas comes from the mains, offset by buying from sustainable sources.

In a letter, seen by The Chronicle, the authority’s investigations executive Celia Warrick said the “breath of fresh air” tagline did not need altering because the amendments agreed meant the adverts will no longer mislead customers.

She said: “We consider that this will resolve the complaint without referring the matter to the ASA Council and will consequently be closing our file.”

Reading Buses’ marketing manager Jake Osman said as soon as the firm was contacted by the authority it removed the leaflets from circulation and from the website.

He added: “We are always happy to work with the ASA on matters such as this. The ASA is happy with pretty much everything we have in our leaflets – a lot of the changes are clarification and substantiation.”