CIVIC leaders have slammed new research which claims the Ribble Valley is among the country's 50 wealthiest areas.

Research by Barclays Bank, into what it calls the real wealth of the country, puts the Ribble Valley 34th in the 50 most well-off places in England.

But regeneration bosses at Ribble Valley Council said the survey doesn't paint a true picture of the cost of living in the largely rural area.

The bank's research attempted to show that a lower salary in other parts of the country can provide a better home and standard of living than in many parts of the south.

Barclays based its wealth league on Parliamentary constit-uencies, and a calculation using the average gross income and the cost of living in that area.

Ribble Valley's average income came out at £26,433, which was the equivalent of £33,455 in London. It was this second figure that saw the area placed above the likes of Finchley and Wimbledon in London, and Buckingham.

Anne Ainsworth, regeneration officer for the council, said: "This isn't a true reflection of the cost of living here.

"The average salary figure seems high, especially with our two biggest employees being manufacturing industry and agriculture. But that can be explained by a very small number of people earning very large amounts.

"What's more surprising is that we figure so highly after they've calculated the cost of living. It's exceptionally high here, and we don't have the London weighting in wages to compensate.

"Our average house price is more than £200,000, which is more than the regional average for the South East, and many homes cost five times what people are earning.

"Also, the cost of petrol and everyday commodities, like bread, is higher here than in other parts of East Lancashire. This type of assessment does not help, because it gives the wrong impression."

Mark Till, of Barclays Premier Banking, said: "Simply looking at earnings would tell you it is London and the South-East that is paved with gold.

"But if the cost of living is factored into the equation, to give a more realistic picture of purchasing power, the wealth map of England changes dramatically.

"With almost half of the top 50 areas in the north, the long-held belief that you need to live in London, or the South-East, to earn a good living is blown away."