Pool bosses have been accused of using child drowning statistics to sell their swimming lessons

Gourock councillor Chris McEleny has described a new advertising campaign run by Inverclyde Leisure as 'crass'.

It refers to how 'more than 60 children drown during summer every year in the UK' on promotional material linked to the organisation's swim school.

The information appears on leaflets and pop-up banners at sites, including the Waterfront Leisure Complex in Greenock, as well as on the leisure trust's website and Facebook page.

Mr McEleny, who is leader of the Inverclyde Council SNP group, says the campaign is in poor taste and puts pressure on parents to sign up for private lessons they cannot afford.

But IL chiefs deny the claims and have defended their promotional materials, adding that they help raise awareness of a serious and important issue and that tuition is optional.

Councillor McEleny said: "I'm not sure this is appropriate advertising.

"Most parents can't afford the £162 private lessons that this links to.

"Also, the headline of the link is that 60 children die from drowning a year.

"This is just crass. "There's a clear implication that not only are parents depriving their children by not giving them the lessons they may not be able to afford, but they're also putting them at risk by not signing up."

Pool chiefs say their information is from official sources and ties in with national safety initiatives.

An IL spokesman said: "Inverclyde Leisure is passionate about teaching as many children and adults as we can to swim, which equips them with a skill for life and this will hopefully keep them safe in and around water, whether it be at the local swimming pool, on holiday, or playing with friends and family at one of the many local reservoirs or coastal hotspots throughout Inverclyde.

"The message we have used in our recent campaign links to the upcoming Water Safety and Drowning Prevention strategy, which is due to be launched by Scottish Swimming in partnership with RNLI and Water Safety Scotland.

"Water Safety Scotland quote that on average 50 people accidentally drown in Scotland each year; their aim is to reduce this by 50 per cent by 2026. "The drowning prevention strategy has four strands: promote and develop learning to swim, water safety education and initiatives within early years, primary and secondary schools; develop water safety across Scotland's 32 local authority areas and promote the development of water safety policies; promote public awareness of water-related risks and ensure a consistent message across campaigns and communications; and promote the safe participation of recreational activities across Scotland.

"There is no link nor reference on this campaign literature to 'private lessons' at £162, although private tuition is available for those who would prefer this option. Our direct debit swimming lessons are currently priced at £22.50 per month - one lesson per week.

"The campaign, which states 'more than 60 children drown during the summer in the UK', is a statistic taken directly from the Royal Life Saving Society website."