Full Breakdown
Scottish Government Withdraws Misleading Bus Campaign Image
3/28/2026, 9:52:41 PM
Incident Overview: Misrepresentation in Marketing
The Scottish government has retracted an image used in a Highland bus travel campaign after it was revealed that the photograph depicted a bus driving in China, not Scotland. The advertisement, part of a pilot scheme promoting a £2 bus fare cap, featured a bus on a winding road that resembled the rural Highlands. However, social media users identified distinctive features, such as bright green crash barriers and a green bus, which are not typical in Scotland, suggesting the image was taken in the Changbai Mountain area near the China-North Korea border.
Campaign Background and Context
The bus fare cap pilot scheme was launched in Shetland on January 30, followed by the Western Isles on February 23 and Orkney on March 9, with the full rollout across the Highlands and islands occurring on March 23. The campaign aimed to promote affordable travel options in these regions, but the use of an inaccurate image has raised significant concerns.
Reactions from Stakeholders
Willie Cameron, director of Highland Tourism, criticized the Scottish government for shifting blame to the external marketing agency, calling it "shameless." He emphasized that the responsibility lies with those who approved the campaign, questioning why no one in the marketing team at Transport Scotland verified the image's origin. Cameron stated, "It never should have been signed off," and advocated for the use of local photographers to ensure accurate representation of the Highlands.
Transport Scotland acknowledged the error, explaining that the marketing brief had clearly specified the need for images reflecting the local area and the correct vehicle type. A spokesperson confirmed that the incorrect image was provided by the marketing agency and has since been removed from all communications.
Official Statements & Responses
Transport Scotland stated, "An incorrect image was then provided by the marketing agency. The image has been removed from partner communications packs and will be withdrawn from any ongoing distributions." This response highlights the agency's acknowledgment of the mistake while reiterating the initial guidelines for the campaign.
Criticism & Opposition
Critics, particularly from Highland Tourism, have expressed frustration over the oversight, suggesting that the incident reflects poorly on the Scottish government's marketing practices. The call for accountability emphasizes the need for thorough checks in future campaigns to avoid similar missteps.
What's Next: Future Campaign Considerations
In light of this incident, it remains to be seen how Transport Scotland will adjust its marketing strategies moving forward. Stakeholders are likely to advocate for increased scrutiny of promotional materials to ensure they accurately represent the regions they aim to promote.
