The question
What additions have been made to the guidance on misleading environmental claims issued by the Committee of Advertising Practice (CAP) and what additional factors should businesses be taking into account now when considering green marketing campaigns? And are the rules beginning to push businesses into “greenhushing” for fear of greenwashing?
The key takeaway
The ASA has issued updates to its guidance on green claims in advertising, demonstrating a continuing intention to clampdown on misleading environmental claims. Businesses should carefully consider the rules, guidance and steady flow of ASA rulings on this issue before making any green claim, particularly if the business is in an environmentally harmful or high emissions sector. This continues to be a high risk area, with marketing departments regularly stumbling into high profile mistakes, which often have a…
