The UK's Advertising Standards Authority (ASA) to release new guidance ensuring ads don't mislead about the environment

According to a recent BBC report, the UK's Advertising Standards Authority (ASA) is to release new guidance to ensure ads don't mislead people about the environment.

The regulator will be launching inquiries to analyse environmental claims made by companies in sectors such as energy, waste and transport after it found there's currently "significant scope" for firms to make mistakes. The ASA will also commission research into carbon-neutral and net-zero promises made in ads.

Recent examples where the ASA found firms misleading customers on environmental credentials include a banned ad campaign by Ryanair in which it claimed to have the lowest airline CO2 emissions. Food company Gousto were also found to have made false claims that their packaging was "100% plastic-free and recyclable" after an ASA ruling last year.

In its research on environmental claims so far, the ASA said it was apparent that the issues encountered when making claims that "touch on the environment can be complex". It said that misleading ads can cause "consumer detriment and harm to the planet". The watchdog added that "as the scale of the challenge to avoid catastrophic climate change becomes ever clearer, advertising and, by extension, ad regulation needs to play its part in working towards agreed climate goals".

The Competition and Markets Authority (CMA) also made a recent announcement including publishing a "Green Claims Code" to help businesses comply with the law. The CMA also warned that it "stands ready to take action against offending firms" and will conduct a full review of misleading green claims early next year.

The news reflects the Chamber's own recent activity around greenwashing, in which we hosted a panel discussion webinar (available to watch on-demand below) and were referenced in reporting on the session by Eco-Business.