Hi ed800uk,
Could this "rule" so forcefully stated in the university's online style guide but so little known by the anglophones in the forum be one of those those English-language rigidities that derive from the centuries when Latin was the language of the educated elite? When anything one could not do in Latin was self-evidently too vulgar for any English emitted by an educated person? No split infinitives, for example. Or no prepositions at the end of a sentence.
Are we possibly talking about a university where all the fellows on campus would have been literate in Latin a hundred years ago?
I don't remember any discussion of this subject in my favorite arbiter of style (see below), and I don't have one handy to check, but I don't feel the least bit undereducated for not knowing this obviously very esoteric usage preference.
Nowhere I've worked has ever required editors to enforce this particular rule. And so far, no professor, editor, or reviewer has ever ranted about it in the margins of anything I've ever submitted.
What one institution or publication or company (or socio-economic class) regards as vulgar or absolute misuse, another will regard as current usage. So, when editing or preparing documents to submit for publication, one simply follows the house style, as, for example, detailed on the university's web site.
When not bound by a house style guide, we can all use our favorite arbiter of style. I prefer, for example, the University of Chicago Manual of Style, which is the generic style guide used by many publishing houses in the United States.
And when writing in blogs, follow your own conscience, I suppose. Me, I prefer "ten minutes' walk," for its immediacy, to the more verbose and less direct (to my ears) alternatives: "a walk of ten minutes" or "a walk that takes ten minutes," and I doubt that any readers would find the shorter form confusing.
Keep in mind that a style guide that prohibits the possessive form of an inanimate noun probably also includes a prohibition against contracted forms of verbs (It's going to rain, He's not going along after all...). On the other hand, most people who do marketing writing or any instructional or commercial writing in the US that's intended to seem accessible or "friendly" will have learned to use the contractions. It's all a matter of aiming for the level of language desired by the client or suitable for intended audience.
The longer I've worked as an editor, the less dogmatic I've became about lagnuage rules, though, of course, I reserve the right to rant about my pet peeves. Elsewhere. (I hope that this lengthy post doesn't qualify as a rant!)
Interesting how much reaction your question/comment has inspired, don't you think?
Cheers,
Nancy