West Valley City Mayor Mike Winder apologized Thursday for appearing in an advertisement for the nuclear-waste company EnergySolutions Inc., a client of his public relations firm and a campaign contributor.

The statement was sent to The Salt Lake Tribune editorial board as it prepared to publish an editorial Thursday critical of Winder’s “advertorial,” which is part of a broader company marketing campaign.

Noting he disclosed his ties to the politically influential company, Winder said in the statement he had no trouble complimenting EnergySolutions because it employs residents of his city and contributes to the state’s economic well-being.

“I do, however, apologize for the venue in which I applauded EnergySolutions’ new policies,” he wrote. “To be in an advertorial using my title was inappropriate.”

Winder indicated that the flap shows he is fallible and big enough to admit it.

“From many politicians, you will get excuses when they goof up, but that’s not my style,” the mayor said. “Again, I’m sorry.”

Winder did not respond to calls Friday seeking clarification on the statement. Also not responding to a call requesting comment was EnergySolutions, a company that operates a controversial waste disposal site 75 miles west of Salt Lake City in Tooele County.

It is rare for an elected official to appear in advertising for a for-profit company, although state ethics law includes a general prohibition against explicitly using public office for private gain. Winder said he was not paid for the testimonial.

Kelly Patterson, a political science professor at Brigham Young University, called it refreshing to see an elected leader step up and admit a mistake, although he doubted it would make a long-lasting impression with voters.

He could not remember a similar politician apology but noted that consultants will often advise that a swift “I’m sorry” is a good way to neutralize a controversy. He also said it is quite normal for companies to line up support from politicians.

“What is not typical,” he said, “is for politicians to become a spokesperson for the company.”

EnergySolutions and its predecessor, Envirocare of Utah, has long relied on political leaders to bolster its credibility. The company’s current lobbyists include a former Senate president, Miles “Cap” Ferry, and a former speaker of the Utah House, Craig Moody. U.S. Rep. Rob Bishop served as an EnergySolutions lobbyist between serving as Utah House speaker and becoming a congressman.

Earlier this month, EnergySolutions stepped up its image campaign with new commercials and a series of weekly advertorials that run in The Tribune and Deseret News. Winder said he was not compensated for Monday’s advertorial, though his firm, The Summit Group, has worked on radio and television spots for the company’s blitz.