The greenwashing files What is greenwash?
Green claims on products can be confusing - and even misleading
As consumer interest in climate-change issues has grown in recent years, so too has the number of claims made by companies that their products and services are 'green'. But knowing whether a product is truly green can be problematic because of unclear, unsubstantiated or just plain confusing environmental promises.
A study published in June 2009 by Consumer Focus indicated that, despite 54% of consumers buying more environmentally responsible products than two years ago, 64% find it difficult to know which products are better for the environment, and 58% believe some companies pretend to be green simply to charge higher prices.
From cutting through environmental buzzwords such as 'carbon neutral', 'zero carbon', 'eco-friendly', 'natural' or 'sustainable' through to deciphering the green credentials and intentions of the companies they come from – our guide investigates the murky world of greenwashing.
The 10 signs of greenwash
Futerra Sustainability Communications has identified 10 signs of greenwash:
The 10 signs of Greenwash
According to the Advertising Standards Authority (ASA), greenwash is defined as 'an attempt by an advertiser to boost its public image by exaggerating its environmental practices or the environmental benefits of its products or services.'
Green claims in advertising
The ASA is responsible for dealing with complaints about many forms of advertising. It has received an increasing number of complaints about environmental ads in recent years, and the number of adverts falling foul of the ASA rules went up in 2008, too – mainly in the motoring, utilities and energy sectors.
The ASA ensures that claims don't mislead and are legal, decent, honest and truthful. Specific rules for environmental claims have also been set out in both the Committee of Advertising Practice (CAP) code, which regulates non-broadcast advertisements, and the Broadcast Codes of Advertising Practice (BCAP code), which looks at radio and TV adverts.
Non-broadcast adverts, sales promotions and direct marketing
The current CAP code stipulates:
- The basis of any claim should be made clear.
- Claims such as ‘environmentally friendly’ or ‘wholly biodegradable’ should not be used without qualification, unless marketers can provide convincing evidence that their product will cause no environmental damage when taking into account the full life cycle of the product.
- Where there is a significant division of scientific opinion or where evidence is inconclusive, this should be reflected in any statements made in the marketing communication.
- The use of extravagant language should be avoided, as should bogus and confusing scientific terms. If it is necessary to use a scientific expression, its meaning should be clear.
Read the CAP code's rules around environmental claims in full here.
Radio and TV advertising
The current BCAP codes, which regulate radio and TV broadcasting, have separately-worded but very similar rules about making environmental claims – read the full BCAP codes here.
How to complain about greenwashing
If you see an advert you think might be making misleading or inaccurate environmental claims, contact the ASA to find out how to complain.
Not all types of advertising are covered by the jurisdiction of the ASA. Instore advertising and claims on company websites, for example, need to be reported to your local trading standards department – though the ASA will look at third-party advertisements on websites.
If you've complained about an advert because of its green claims or have seen something you think might be greenwash, get in touch to let us know. Email greenwash@which.co.uk.
