It's Not Easy Being Green
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As a famous frog once said “it isn’t easy being green”. That can certainly be said of trying to make a successful environmental or green claim in advertising today. The Committee of Advertising Practice, (CAP) and its broadcast equivalent BCAP, has had guidance on environmental claims for some time. Now DEFRA, Dept for Environment, Food and Rural Affairs, has published its draft updated guidance on Green Claims, having consulted with the industry and undertaken a series of workshops with advertising practitioners.
This publication is timely. The Advertising Standards Agency, (ASA), has recently ruled that the COI advertisement “Act on CO2” overstated the risk of climate change and banned two poster advertisements, though cleared a television commercial. The ASA received over 1,000 complaints about the advertisements.
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