The Advertising Standards Authority upheld three complaints on 10 April 2002 against Luton Borough Council, ruling that an advertisement about the guided bus planned for the Luton-Dunstable rail line contained factual inaccuracies that meant it was misleading.

Two further complaints were not upheld, although the ASA ruled that the council had not substantiated the claims relating to one of them. The advertisement portrayed benefits of replacing the Luton-Dunstable railway with a concrete-kerb guided-bus system.

The advert, which was placed in all three of the local papers at the end of 2000 and in the Spring of 2001, claimed that the Borough Council