ASA stamps down on green ad claims
The Advertising Standards Authority (ASA) has warned advertisers not to just jump on the ‘green’ bandwagon and make environmental claims they cannot support.
The ASA has reminded advertisers of the rules surrounding ’green’ claims and warned consumers to be aware of potentially misleading claims.
The announcement comes as the number of advertisers making claims about being environmentally-friendly has rocketed.
Only last month, low-cost airline Ryanair fell foul of the ASA after making misleading claims about its C02 emissions in a print campaign.
Despite the advertising watchdog receiving 34 complaints, Ryanair hit back at the ruling by calling it part of a government cover up which it intends to ignore.
In April, Ryanair rival EasyJet was similarly rapped over “misleading” claims about its green credentials.
According to a statement by the ASA: “Over the last few months the ASA has investigated and upheld seven complaints against advertisers who have made unsubstantiated environmental claims.
“From carbon offsetting targets by energy providers to improved pollution figures by care manufacturers, green claims are becoming noticeably more prevalent in ads.”
In addition to the established rulings, the ASA has created a checklist for advertisers who are thinking of going green. These include avoiding exaggerated claims, not presenting claims as being universally accepted if the science is inconclusive, avoiding sweeping generalisations, and remembering that 'locally' produced should mean exactly that.
Christopher Graham, director general of ASA, said: “Advertisers have every right to promote their green credentials and many have been quick to reassure consumers about the efforts they are making to be greener.
“However the ASA needs to see robust evidence to back up any eco-friendly claims. We will continue to ensure that the public are not misled and that advertisers are operating in a climate of truth.”
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