ASA rules foul on ‘eco-friendly’

Advertising Standards Authority Green marketing Greenwash Social and Environmental ethics

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The Feb 2012 ASA decision against CRC clarifies ‘environmentally friendly’ can only be used in NZ relating to whole of life-cycle – product and packaging.

CRC’s promotion of ADOS Greenstik glues was found in breach of the Advertising Standards code because it contravenes Basic Principle 1, that generalised claims can only be made in relation to whole lifecycle – product and packaging – and thus absolute claims are not appropriate.

This means you can’t claim a product or service is ‘eco-friendly’ if it’s only a BIT eco-friendlier than it used to be. The ASA Board ruled ADOS were in breach after an appeal.


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