ASA Warns Advertisers Over ‘Green’ Claims

The Advertising Standards Authority (ASA) has warned advertisers not to make ‘green’ claims that they cannot support.

The ASA says that over the past few months it has investigated and upheld seven complaints against advertisers who have made unsubstantiated environmental claims.

It is attempting to raise consumer awareness on the subject and remind advertisers of the rules surrounding ‘green’ claims.

The ASA has created a checklist for advertisers who are thinking of going green, which includes avoiding the use of pseudo-science and avoiding sweeping or absolute claims such as ‘environmentally friendly’ or ‘wholly biodegradable’.

Christopher Graham, ASA director general, 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.”

Beyond providing information to consumers on this topic in a ‘live issue’ section on its website, the ASA is also driving the green message home at its stand at the current Trading Standards Conference.

ASA: 020 7580 5555 www.asa.org.uk