Further Hackney Marshes advertising “unacceptable commercialisation of common land”

Hackney Marshes Centre have indicated that they are looking for similar advertising deals to the “totally inappropriate” recent Adidas campaign.

A HMC spokesperson said, when asked if they would pursue similar deals, “Well probably, yes.”

“This is all for Hackney Council to deal with, whatever they approve they let us know and we make it happen.”

Save Lea Marshes have voiced concern over the plans to pursue further large scale advertising, describing them as constituting “unacceptable urbanisation and commercialisation of common land.”

“Hackney Council has justified advertising on the basis of how it will use the money it received for the advert, in the context of government cuts. However it is spending a whopping £17m on marshes ‘improvements’ and spent hundreds of thousands (at least £750k) on hosting one event on the marshes.

“This is money that could have directly gone to community sport, including allocation to all those local football clubs who previously used the marshes and have been priced out by high fees for pitches.

“It proves that a large amount of money is being misspent by the Council and that aggressive, inappropriate advertising is needless.”

“Permission was given for the Hackney Marshes User Centre by the Planning Inspectorate on the basis it would be sympathetic to Metropolitan Open Land designation and be harmonious with the landscape.

“Using the building as an advertising hoarding patently goes against the Council’s own justification for the building’s construction.”

The 38m adidas advert which read “Hackney, show your instinct”, is thought to have made the Council £30,000 to be reinvested in the Youth Sport Fund.

It was criticised for advertising boots costing £170 a pair to a borough with one of the highest rates of child poverty in the UK, and was run as part of a media campaign in which the company gave away free blackout predator boots to players on the Hackney Marshes.

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Author: Louis Doré

Freelance Journalist studying at City University, London on MA Newspaper Journalism.

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