Isra-Mart srl:Defra publishes anti-greenwash advertising guidelines

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Isra-Mart srl news:

Long-awaited guidance to help businesses better communicate authentic environmental credentials and banish 'greenwash' has today been published by Defra.

The new Green Claims Guidance toolkit, which updates previous guidelines released in 2003, provides best practice advice on how to ensure environmental claims are relevant, accurate, and capable of being substantiated.

Based on research it commissioned, Defra found that phrases such as 'recycling' and 'energy efficient' were better understood by consumers than more nebulous terms such as 'negative carbon footprint'.

The guidelines advise firms to avoid vague green terms and also warns that confusion surrounding various green labelling schemes can be compounded by businesses keen to harness customers' rising environmental awareness to promote their products.

Several high profile brands, including Apple, FIJI Water and EDF, have in the past faced accusations that their green claims are inaccurate and can undermine trust in claims made about genuinely green products.

By developing the toolkit in conjunction with the advertising industry, the Office of Fair Trading and representative from the retail industry, Defra said it was aiming to combat a "confusing array of advertising labels".

"Our guide will make things easier for both business and consumer - helping restore public faith in environmental advertising and acting as a resource for companies developing more sustainable products," said environment minister Lord Marland.

Rowland Hill, corporate sustainability manager for Marks and Spencer, welcomed the new guidelines. "The new Green Claims Guidance ... will help companies to market products and services that are more sustainable," he said. "It's in everybody's best interest that sustainable products are legitimately promoted to replace less sustainable alternatives."