Advertising - "Green Claims"

On 11 October 2006 the Advertising Standards Authority (ASA) upheld a complaint against an advertisement that claimed that a company planted trees to offset its customers' greenhouse gas emissions. The ASA ordered the advert to be withdrawn as it was considered to be misleading and could not be substantiated. This incident has brought to the fore issues regarding the advertisement of companies' green credentials. This article provides a useful summary of the guidelines that companies must follow in the UK when making marketing claims relating to their environment practices. The issue of the management and control of such claims may be important not only for those involved with environment and marketing aspects of businesses but also for those involved in corporate social responsibility reporting.