Sustainability update

The expressions about sustainability are numerous, as are the rulings of the Advertising Code Committee on this subject. Here are some tips and general guidelines to see through the forest of sustainable/green/eco trees.

A series of Shell statements make it clear that "carbon neutral" is a very risky term. This absolute term suggests that CO2 compensation is actually taking place. Shell must prove this in more detail than exclusively through CO2 credits, because that is only a theoretical compensation. Shell must not exaggerate when describing its change process. Grocery company Hak was told that even the word 'green' as an environmental claim has no clearly defined content: is it biological, or ecological, or is it a hallmark? Therefore, the communication itself - in this case a TVC about red ('green') cabbage – must explain in what respect red cabbage is green. If a target group is more knowledgeable (for example in the Neste MY Renewable Diesel advertisements for the corporate market and in a Robeco campaign for sustainable investments), deception is less likely to occur. Recycling claims must be correct, and '100% recyclable' must really apply to the entire packaging. And meanwhile, the ACM has also drawn attention to sustainability claims.

This fall a new version of the current Environmental Advertising Code is expected to take effect. It will be called the Environmental and Sustainability Advertising Code.

In the meantime, our golden tip: think before you leap, make sure you have solid evidence available, and nuance environmental claims. Take the consumer by the hand by explaining and clarifying. And remember that the entire chain is relevant to CO2 claims.

Ebba Hoogenraad