Advertising regulator cracks down on ‘hot air’ environmental claims amid confusion over terms like ‘net zero’
The Advertising Standards Authority (ASA) said the public remains suspicious of “greenwashing”.
The advertising regulator should take action against “hot air” environmental claims given the confusion surrounding terms such as “net zero”.
The Advertising Standards Authority (ASA) said the public remains wary of “greenwashing” and ready to make sure consumers aren’t fooled by brands trying to improve their environmental credentials.
It comes after it banned posters for HSBC that promoted green initiatives but omitted information about the bank’s contribution to carbon and greenhouse gas emissions.
A study by the ASA found that consumers have an overall low understanding of the claims used by advertisers. “Carbon neutral” and “net zero” are the main sources of confusion as both terms have no official definitions and no hard and fast rules on how companies should use the terms.
ASA pledged to crack down on unqualified claims likely to violate existing rules.
Miles Lockwood, its director of complaints and investigations, said: “We will act on these findings: update guidance, share with government and partners, review evidence and take enforcement action where necessary to ensure environmental claims aren’t just hot air. ‘
