Online green claims clamp-down

An advertising watchdog is to take-over monitoring green claims made on company websites.

From next Tuesday (March 1) the Advertising Standards Agency ( ASA) will look at green claims made by businesses and promises to 'name and shame' those who don't tell the truth.

Early this month improved guidance aimed at clarifying what business environmental claims was issued by the Department for Environment, Food and Rural Affairs (Defra).

That guidance is aimed at providing clarity in areas not covered by advertising codes such as packaging, labelling and public relations.

Businesses concerned about the change can click here for more information and advice about what to do.

A spokesman said: "The ASA will continue to respond quickly and effectively to concerns about green claims in ads that are untruthful or unclear.

"But the public can be more confident than ever that the vast majority of environmental claims adhere to the advertising codes.

"Now, with Defra's guidance providing further clarification, advertisers have a clear green light for making these claims in the future."

Luke Walsh


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