EDF cleared over green power ad campaign

The Advertising Standards Agency has cleared power company EDF over a TV, press and poster campaign promoting green electricity.

The campaign, which involved three different television adverts as well as a press and poster campaign promoting Green Britain Day.

Adverts also involved the use of a green union jack style flag and promoted EDF’s work with renewable energy.

The ASA, ruled today (October 28), on complaints claiming the adverts were misleadingly by stating that EDF was a ‘green’ energy company and British.

Defending the campaign EDF said, as an energy company, it had sought to take the ‘lead in tackling environmental and social issues’ facing the industry.

It also believed it represented ‘one of the biggest packages of environmental and sustainability initiatives’ launched by any major British company.

The ASA sided with EDF noting the ads did not make ‘direct claims’ that it was a ‘green’ energy supplier or, more generally, a ‘green’ company.

It also noted, while EDF was registered and based in the UK, it does have a French parent company.

However, none of the ads stated explicitly that EDF was a British company, and the ASA said it would take no further action on either complaint.

Luke Walsh

Action inspires action. Stay ahead of the curve with sustainability and energy newsletters from edie