The firm that operates the Sellafield nuclear reprocessing plant has been criticised by the advertising watchdog over environmental claims.
British Nuclear Fuels boasted in a newspaper ad that its management of the site in Cumbria meant "the future of the environment is in safe hands".
A member of the public who contacted the Advertising Standards Authority complained that BNFL "could not predict what would happen to radioactive waste in thousands of years to come" and that nuclear plants were a terrorist risk.
The advert, which appeared in a local newspaper, pictured a butterfly rising from a hand, and began with the words: "The Sellafield Team cares passionately about the safety of its workforce, the local community and the environment."
BNFL said the advert was designed to show that waste reprocessing and clean-up work on the Sellafield site over the next 50 years would involve "no harm to the environment."
The ASA ruled the advert was misleading because BNFL "could not predict the effects of the Sellafield nuclear power station on the environment".
BNFL said they had no plans to use the advert again.
PA