Advertisers misleading with Green Claims

According to the Sunday Herald, the number of complaints about green advertising has almost tripled in 2007 compared to 2006. Big brands are jumping on the green bandwagon trying to profit from the surge in interest on environmental issues.

The complaints upheld in the last few months include one about a Lexus SUV advert claiming that it had "low emissions" and "zero guilt". Lexus, the luxury car division of Toyota, was told not to imply in future that a car caused little or no harm to the environment. A claim that Toyota's Prius model emitted "up to one tonne less CO2 per year" could not be proved in comparison to equivalent vehicles. Volkswagen was taken to task for describing its Golf GT TSI as having "low emissions". The ASA pointed out that car's emissions were not low when compared to all cars.

A claim by budget airline, easyJet, that its planes "emit 30% fewer emissions per passenger mile than traditional airlines" was dismissed as inaccurate.

Scottish and Southern Energy failed to substantiate a claim that it planted trees "to balance out the CO2 that your gas heating and household waste produces".

The Advertising Standards Authority (ASA) has warned companies not to exaggerate environmental benefits and to avoid "pseudo-science" and "sweeping or absolute claims".

Its an inevitable but sad case that big companies are jumping on the bandwagon because it not only misleads the public, but it also erodes public trust about 'green' products and services. Its a good sign that the ASA is taking the issue seriously and clamping down on those making false or unsubstantiated claims.

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