LEADING Kidderminster firms have been rapped for claiming carpets pose no problems for asthma sufferers.

However, the town-based Carpet Foundation is standing by its stance after the Advertising Standards Authority upheld a complaint.

The foundation, which comprises 15 companies - five from Kidderminster - made the claim in an advert in health magazines.

Adverts in Living Allergy Free and Good for You claimed asthma sufferers did not have to think twice about using carpet.

The ASA said the foundation had implied it was an undisputed scientific fact there was no link between carpet and asthma.

However, this could not be proved and the foundation, which promotes the image of carpet, was told not to repeat the claims.

Foundation executive director Mike Hardiman said he was astonished at the decision.

He said: "These advertorials which were run with the consent of health magazine publishers were seen by hundreds of thousands of people.

"But because of one complaint we have been advised not to repeat the claim. That is not a problem because it was a one-off advertorial but it still rankles."

He added: "The copy was approved by Living Allergy Free, which is the magazine of the British Allergy Association, and backed by scientific opinion.

"The problem is you cannot prove one way or anther if carpet has a direct effect because there are so many other causes of allergy such as diet, smoking, pollen and pets."

The ASA noted asthma was caused by many factors but the advert did not prove carpet was a healthy flooring option for all asthma and allergy sufferers.

Mr Hardiman said: "It may well be the case that someone out there could be allergic to carpet, after all, some people are allergic to rubber bands.

"However, that does not mean carpet and asthma are linked. We have to accept the ruling because there is no form of appeal but we will continue to pursue scientific study to prove we are right."