Pioneer Park “Clean Energy” – Advertising Standards Authority Complaint

Pioneer Park is the name for a proposed nuclear and AI Data Centre on green fields between the River Ehen, the village of Beckermet and Sellafield

Pioneer Park – the “clean energy” fraudulent website

The more complaints about this “clean energy’ fraud in West Cumbria the better – write your complaint here: https://www.asa.org.uk/make-a-complaint.html

Complaint sent to the Advertising Standards Authority July 9th 2026

Brand/product: Pioneer Park

Your complaint:

Pioneer Park website claims to be “Powering the future of West Cumbria. Pioneer Park is a transformative clean energy development coming to West Cumbria.” 

1. Pioneer Park “powering the future of West Cumbria” is a false claim. The stated intention is to house a mutually inclusive AI Data Centre and nuclear new build on green fields between the Sellafield nuclear waste site and the River Ehen. The inference is that local homes and businesses would benefit from the electricity “powering the future of West Cumbria” but according to the New Civil Engineer website Pioneer Park looks to be intended as a mutually inclusive loop with the Nuclear Decommissioning Authority (NDA) awarding “£1M to the development of a masterplan for small modular reactors (SMRs) and artificial intelligence (AI) data centre infrastructure at Pioneer Park at Moorside” https://www.newcivilengineer.com/latest/1m-government-funding-awarded-to-exploring-new-nuclear-near-sellafield-14-11-2025/

This is not made clear on the Pioneer Park website.

2. “Clean energy” is a hubristic false claim. AI Data Centres are not “clean” but require large amounts of water and electricity. Presumably the electricity would come from the mutually inclusive nuclear new build with the water coming from the already stretched River Ehen, River Calder, Thirlmere and Wastwater. 

Nuclear new build including the Small Modular Reactors touted for “Pioneer Park is not “clean energy.” The Pioneer Park website does not consider the entire toxic life cycle from uranium mining, enrichment and transport of radioactive materials to construction adjacent to (the Special Site of Scientific Interest) River Ehen flood plain, building, water use, chemical use, single use plastics necessary to the operation of all nuclear plant and eventually decommissioning the nuclear power plants. 

Note; We havn’t mentioned the heavily armed site security, radioactive waste “disposal” (there is no “away”) and proliferation of nuclear weapons including dirty bombs. As reported in New Civil Engineer, Scott Kemp , Edwin S. Lyman, Mark R. Deinert, Richard L. Garwin, and Frank N. von Hippel are amongst those pointing out that: “Preventing the proliferation of nuclear weapons has been a major thrust of international policymaking for more than 70 years. Now, an explosion of interest in a nuclear reactor fuel called high-assay low-enriched uranium (HALEU), spurred by billions of dollars in US Government funding, threatens to undermine that system of control. HALEU contains between 10 and 20% of the isotope uranium-235. At 20% 235U and above, the isotopic mixture is called highly enriched uranium (HEU) and is internationally recognised as being directly usable in nuclear weapons.” https://www.newcivilengineer.com/latest/us-government-assessing-risk-of-smrs-being-used-to-make-dirty-bombs-10-01-2025/

Attachments (if any):

Pioneer Park screenshot 9 July 2026_023118872.png