Update on Environmental claims in ads
22 May 2008
The ASA is increasingly finding that advertisers are promoting their green credentials in their ads to differentiate themselves from competitors and to improve their reputational standing with consumers. Some advertisers, for example, stress how they are reducing the carbon footprint of their businesses; others emphasise how they are developing products that are environmentally friendlier than previous versions. It is important, however, that any claims advertisers make can be fully substantiated.
The ASA is finding that as the number of ads making environmental claims increases so does the number of complaints about those ads. Past news stories from CAP have touched on the problem:
In a recent ruling, the ASA upheld a complaint against a magazine ad and a poster, for Cotton USA, that stated "SOFT, SENSUAL AND SUSTAINABLE, IT'S COTTON USA!" Three complainants challenged the term "sustainable" because they believed cotton was a pesticide-intensive and insecticide-intensive crop and could seriously deplete groundwater supplies in the High Plains region of the USA where much of the country's cotton is grown. One complainant challenged whether US cotton subsidies had a negative impact on cotton farmers in the developing world. Although the advertiser sent in evidence to justify the ads, the ASA found that a division of informed opinion existed on the scientific justification put forward by the advertiser for the claim. Read the adjudication
ASA and CAP action to improve environmental claims
The ASA and CAP Annual Report for 2007 highlights the increasing number of environmental claims breaching the Code. Click here to read the report. The ASA plans to make environmental claims a theme for 2008 and in June to hold a consultative conference, which CAP and BCAP hope will help to inform the self-regulatory system’s thinking and drive up standards in advertising. On the same day, CAP will run one of its ever more popular training seminars to help advertisers get a better understanding of the dos and don’ts of making environmental claims in advertisements. As long as the environment stays on the agenda and advertisers refer to it in their ads, the ASA and CAP will continue to keep watch on the claims being made to ensure that consumers aren’t misled and the integrity of “green” claims in ads is maintained.