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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
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

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