The Advertising Standards Authority (ASA) has censured an advert by the British Association of Reinforcement for suggesting steel framework is unsafe.

The advert, which appeared in Building in December, sought to highlight the advantages of building with concrete over other materials.

It showed a construction worker walking across the steel frame of a building, with the accompanying text: “You Decide. The safe secure working environment of reinforced concrete or living on the edge with steel.”

The ASA ruled that the advert was “misleading and unfairly denigratory to the steel construction industry”.

The BAR said it was intended to "stimulate debate"