Defra consults on green claims in advertising while industry bodies launch new codes
Tue 23 March 2010
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Defra has opened a consultation to seek feedback on the update to Defra's Guidance on Green Claims that promotes the use of clear, accurate and relevant environmental claims on products, services or in marketing and advertising. Meanwhile, advertising trade bodies CAP and BCAP have launched new advertising codes which include some new guidance on environmental claims in advertising.
The Defra guidance outlines the main principles to consider when making an environmental claim in marketing and advertising, and provides examples of good and poor practice to illustrate those principles.
By updating the guidance, Defra aims to support businesses to develop robust environmental claims – by providing updated and more constructive guidance and protect consumers and businesses from unfair marketing (or competition) by reducing the amount of claims that may be misleading.
Defra welcomes feedback from all stakeholders before the deadline of June 15.
Meanwhile, the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have launched new UK Advertising Codes. The new codes which were launched after a review and public consultation have been designed with a focus on consumer protection and social responsibility. Car marketers will find that the new code will lead to tighter regulation on the sector with motoring adverts prohibited from referring to speed in a way that might “condone or encourage dangerous, competitive, inconsiderate or irresponsible driving or motorcycling” although factual statements about a vehicle's speed or acceleration are permitted, but must not be presented as a reason for opting to buy the advertised vehicle.
The new codes will come into force on the 1 September 2010 to give advertisers sufficient time to familiarise themselves with them.
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