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You are here: Home / Archives for greenwashing

greenwashing

Image of a coffee cup being hit by a coffee pod and splashing coffee

Coffee ads banned for misleading ‘compostable’ claims

Two major coffee brands, Lavazza and Dualit, have had their adverts banned by the UK’s Advertising Standards Authority (ASA) for making misleading claims that their coffee pods and bags were ‘compostable’.
The ASA found that both companies gave the false impression that these products could be disposed of in domestic compost bins, when in reality they require specialist industrial composting facilities to break down properly.
Both brands argued that their products were certified to the European Standard EN13432, indicating industrial compostability, and claimed they did not intend to suggest home composting was possible. However, the ASA ruled that the term ‘compostable’ in the context of consumer products for home use would likely be interpreted by the average consumer as suitable for home composting.
The watchdog emphasised that failing to clarify such distinctions risks misleading consumers. The cases highlight the importance for brands to provide clear, accurate, and substantiated environmental claims, ensuring that consumers are not misled about the details of product disposal. The ruling serves as a lesson for marketeers that context, nuance and precision are essential to avoid regulatory action and reputational damage.

Article by: Dominic Tantram Topic: Blog, Practical Guidance, Responsible Communications, Sustainability Issues
Carbon-neutral-communications - mage of a carbon neutral cloud under pressure from 3 forces (Regulation, Net Zero and Expectations

Carbon Neutral Communications

Despite considerable regulatory focus on carbon neutral claims, companies are still getting their communications wrong, so what is happening?
While many large companies now appear wary of making claims about carbon neutrality, we can still see considerable focus on these in the SME space, some fuelled by questionable labelling schemes.
This article reviews recent regulatory and best practice developments and explores where businesses have gone wrong.

Article by: Dominic Tantram Topic: Blog, Practical Guidance, Responsible Communications, Sustainability Issues, Sustainability Reporting
Greenwashing risks - routes and relationships

Greenwashing – dimensions of risk

Greenwashing – misleading communications on sustainability issues – has various dimensions of risk, but these are often overlooked, and their implications are insufficiently examined.
While greenwashing may appear as simply irritating, it actually causes a range of harm and presents multiple business risks. Risks to the company which communicates it – but also risks to companies involved in creating it and those associated with it.

Article by: Dominic Tantram Topic: Blog, Hints and Tips, Practical Guidance, Provocations, Thoughts and Big Ideas, Sustainability Issues, Tools and Solutions
strategic-greenwashing-is-your-strategy-plausible

Avoiding strategic greenwashing – why your business strategy must be plausible

Worldwide regulators are tightening up on strategic greenwashing to protect consumers, business and market integrity. As further examples arise there is more, we can learn about what regulators will tolerate and what they require of companies.

Put simply, any leeway for general feel-good statements, vague aspirations and unsubstantiated claims has vanished as the focus shifts from products and services to more fundamental strategy.

In this article, we review the major stakeholders with a stake in clamping down on greenwashing, take a look at three recent high-profile cases where adverts have been banned and examine the far-reaching implications of regulatory requirements for companies.

Article by: Dominic Tantram Topic: Blog, Provocations, Thoughts and Big Ideas, Sustainability Issues, Sustainable Business Management, Sustainable Business Strategy
Greenwashing-green-claims-turning-up-the-heat. Graphic image of commercial waste bin on fire - with label 'green claims'

Greenwashing – turning up the heat on green claims

Greenwashing is getting dangerous - regulators, customers and consumers have increasing expectations regarding access to good quality, consistent information on sustainability, whether it is about a company’s overall performance, or about specific aspects of a product and how it compares to others. This article explores the context and what you need to consider while attempting to meet growing customer expectations and increasingly fierce regulators.

Article by: Joss Tantram Topic: Blog, Practical Guidance
Greenwashing-what-do-marketeers-need-to-get-right

Greenwashing – as regulators mobilise, what do marketers need to get right?

Greenwashing is insidious and widespread. It’s also harmful to your reputation, one of the main sources of value from taking meaningful action on sustainability issues.
And greenwashing is becoming a tidal wave.
So how should marketers and other professionals tackle this?

Article by: Dominic Tantram Topic: Blog, Hints and Tips, Practical Guidance, Sustainability Issues, Sustainability Reporting, Sustainable Business Management, Sustainable Products
Greenwashing-trust-us

What is Greenwashing? Why it matters and how to avoid it

The need for meaningful change in business practice to deliver sustainability and equity is perhaps more pressing than ever. But persistent greenwashing undermines the wider understanding of sustainability, erodes trust, adds confusion and fuels cynicism.

Article by: Dominic Tantram Topic: Blog, Practical Guidance, Provocations, Thoughts and Big Ideas, Sustainable Business Management

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