After the years denial come the years of greenwash by the worst offenders..
Record complaints over 'greenwashing'
By Graham Tibbetts
Last Updated: 25/04/2008
Record numbers of complaints have been levelled at major businesses who "severely exaggerate" their environmental credentials, the advertising watchdog will say next week.
Airlines, oil companies and car manufacturers have all been censured for adopting the practice known as "greenwash" to cash in on consumers' growing ecological concerns.
In 2007 the number of environment-related complaints more than doubled from fewer than 150 in 2006 to well over 300, according to the Advertising Standards Authority which is due to publish its annual report on Wednesday.
Lord Smith of Finsbury, chairman of the ASA, said it was one of the fastest-growing areas of complaint and now formed a significant part of the watchdog's role.
"Because environmental issues - climate change in particular - are coming very strongly to the top of the political agenda, a lot of companies are thinking 'This is clearly a matter of public concern - let's see if it will help us sell our products'," he said in an interview with The Telegraph.
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"What we are seeing are claims about being carbon neutral, zero carbon emissions and use of words like 'sustainable', 'organic', '100 per cent recycled' or 'greenest car in its class'.
"We have come across quite a number where claims are exaggerated or misleading or, in some cases, severely exaggerated."
A number of the complaints against national and international advertisers were upheld, including Ryanair and Toyota, with Shell identified as one of the worst offenders.
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Environmental complaints upheld by the Advertising Standards Authority
Shell
Picture in newspapers of oil refinery with flowers in chimneys, alongside text: "We use our waste CO2 to grow flowers." Only 0.325 per cent of their emissions were used to grow flowers.
Toyota
TV ad claimed "what if all cars were like the Prius; with its hybrid...technology it emits up to one tonne less CO2 per year". Car comparisons were "not suitable" and data were based on average US driving distances, which are far greater than British ones.
Ryanair
Newspaper ads stated: "Aviation accounts for just 2 per cent of CO2 emissions." Although global figure is 2 per cent, the British figure is 5.5 per cent.
www.telegraph.co.uk/earth/main.jhtml
Record complaints over 'greenwashing'
By Graham Tibbetts
Last Updated: 25/04/2008
Record numbers of complaints have been levelled at major businesses who "severely exaggerate" their environmental credentials, the advertising watchdog will say next week.
Airlines, oil companies and car manufacturers have all been censured for adopting the practice known as "greenwash" to cash in on consumers' growing ecological concerns.
In 2007 the number of environment-related complaints more than doubled from fewer than 150 in 2006 to well over 300, according to the Advertising Standards Authority which is due to publish its annual report on Wednesday.
Lord Smith of Finsbury, chairman of the ASA, said it was one of the fastest-growing areas of complaint and now formed a significant part of the watchdog's role.
"Because environmental issues - climate change in particular - are coming very strongly to the top of the political agenda, a lot of companies are thinking 'This is clearly a matter of public concern - let's see if it will help us sell our products'," he said in an interview with The Telegraph.
advertisement
"What we are seeing are claims about being carbon neutral, zero carbon emissions and use of words like 'sustainable', 'organic', '100 per cent recycled' or 'greenest car in its class'.
"We have come across quite a number where claims are exaggerated or misleading or, in some cases, severely exaggerated."
A number of the complaints against national and international advertisers were upheld, including Ryanair and Toyota, with Shell identified as one of the worst offenders.
........................
Environmental complaints upheld by the Advertising Standards Authority
Shell
Picture in newspapers of oil refinery with flowers in chimneys, alongside text: "We use our waste CO2 to grow flowers." Only 0.325 per cent of their emissions were used to grow flowers.
Toyota
TV ad claimed "what if all cars were like the Prius; with its hybrid...technology it emits up to one tonne less CO2 per year". Car comparisons were "not suitable" and data were based on average US driving distances, which are far greater than British ones.
Ryanair
Newspaper ads stated: "Aviation accounts for just 2 per cent of CO2 emissions." Although global figure is 2 per cent, the British figure is 5.5 per cent.
www.telegraph.co.uk/earth/main.jhtml
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Netherlands
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Re: The greenwash hype
Wed, May 7, 2008 - 9:46 AMThe shell one is priceless--- from petrolium to flower petals... thanks guys
