Advertisers asked to avoid 'unqualified' net zero claims: uk

maymunakhatun12

With demand for sustainability from consumers, investors and shareholders, marketing and communications departments may feel rushed and anxious to communicate actions or efforts on the subject. However, there is a risk of greenwashing , which refers to false or exaggerated claims about the environmental credentials of a product or service, according to Business Green . Whether consciously or unconsciously, greenwashing not only undermines the efforts of brands working to address their environmental impact, it also damages reputations and misleads consumers. That's why regulators are increasingly pushing to prevent these practices in sectors such as finance and investments, but they are also concerned about unqualified net zero claims in advertising.

They go against 'unqualified' net zero Luxembourg Phone Number List  claims It is a fact that on the path towards a sustainable economy, that is, one that integrates its business practices in a balanced way with the environment, society with the purpose of increasing social well-being, and reducing its negative impact on society, it is necessary the transformation of companies' current business models. In other words, favor and promote an economy that promotes conscious and responsible consumption. But it also means that communication and marketing specialists, responsible for capturing and attracting their target market, must recognize and differentiate between false sustainability claims and the true, credible and genuine actions of companies.



To accelerate this step, the UK advertising regulator, the Advertising Standards Authority (ASA), announced the launch of new guidance for advertisers making environmental sustainability claims to consumers, including the use of the terms " carbon neutral” and “net zero”. Based on the new guidance, the regulator aims to give advertisers more clarity on how to avoid greenwashing claims when promoting stocks or products with 'carbon neutral' or 'net zero' labels. Titled: The environment: misleading claims and social responsibility in advertising , the guide includes a section on recommendations for the use of sustainability terms in advertising material. net zero claims Principles of transparency in advertising In 2021, major ASA research identified consumer understanding of “carbon neutral” and “net zero” claims in advertising as a priority area for research, given their increasing prevalence and the potential for consumers to be deceived.