Brazil's new green self-regulatory guidelines came
into effect on August 1, 2011 as, Standards
for AdvertisingContaining Appeals of
Sustainability
("Guidelines").
Not surprisingly, the Guidelines include some of the basics
found in most green guidelines – e.g., claims must be
verifiable, precise and accurate and the touted benefit has to be
significant in terms of the total impact of the product/service on
the environment throughout its life cycle.
Don't Encourage Disrespect for the Environment
The Guidelines also have some provisions we don't see much
in North America, although you do in Europe: basically, that ads
shouldn't directly or indirectly encourage bad environmental
behaviour – for example, creating pollution (whether of air,
water, forests, other natural resources, cities or noise),
degrading flora, fauna or other natural resources, or wasting
resources. An extreme example of the type of ad meant to be
discouraged might be one showing an SUV racing
