CMA consults on guidance for ‘green’ claims: ASA response

May 21st '21

The Competition and Markets Authority (CMA) has published a public consultation on draft Guidance on misleading environmental claims.


The Advertising Standards Authority (ASA) have worked closely with the CMA over recent months in this process, lending their knowledge and expertise of regulating green claims in ads, including sharing ASA principles and rules around environmental claims. The advertising watchdog welcomes the CMA’s draft Guidance for environmental claims, including in advertising, and believe they will help consumers make better informed decisions about products and services.


The CMA’s draft Guidance aligns well with ASA work to encourage greener advertising. The ASA have been regulating environmental claims for decades; interventions are important, not only because they prevent consumers from being misled, but also because they create a level playing field in which businesses are encouraged to improve their green credentials in order to take advantage of consumers’ increasing eagerness to “go green”.


To go even further, the ASA launched their own Climate Change and the Environment project.


The ASA will be taking stock of how effective advertising rules are in governing environmental claims. This will include them reviewing how regulators and legislators, at home and abroad, are upping their efforts in this area including through their development of new rules that tackle advertising that is misleading or harmful to the environment. They’ll be proactive in tackling new and emerging misleading green claims, including by working in partnership with the CMA to tackle concerns. The ASA will also further develop the advice and guidance we offer advertisers so they can make responsible and accurate environmental claims with a high level of certainty and confidence that they’re sticking to the rules and treating consumers fairly.


The ASA also support Ad Net Zero, the Advertising Association’s commitment to minimising the industry’s own carbon bartprint in the creation of ads and will be practising what they preach with their own commitment to reduce the ASA’s carbon bartprint to net zero by or before 2030.


The ASA know how important it is to consumers that the ads they see and hear are truthful and don’t exaggerate or mislead about the green credentials of a product or service. ASA look forward to contributing further to the CMA’s continued work in this vitally important area and will continue work in tackling ads that break the rules.


Source: ASA


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