NAD Finds Advertiser Can't Support Aspirational Net Zero Claims

If you tell your friends about your new year's resolutions, odds are that most of those friends won't push you for too much detail on how you plan to achieve your goals. But if those friends work at NAD, you might expect some pointed questions about whether you have a solid plan, whether you've started to work on that plan, and whether your goals are realistic. They're not going to let you get by on good intentions alone.

As we've noted in previous posts, NAD has held that "when aspirational claims are tied to measurable outcomes, an advertiser must be able to demonstrate that its goals and aspirations are not merely illusory and to provide evidence of the steps it is taking to reach its stated goal." In several recent cases involving aspirational claims – including cases involving claims by Chipotle and Georgia Pacific – NAD found that the advertisers had provided enough evidence.