Defra today launches its updated Green Claims Guidance on how to make clear, accurate and substantiated environmental claims in marketing and advertising.
The revised guidance builds on the earlier Green Claims Code and follows a 2010 consultation. It aims to reduce instances of "greenwashing" and other misleading environmental claims.
The full and quick guides both encourage marketers and advertisers to consider the environmental impact of the product or service, to use plain unambiguous language and ensuring that claims are clear and robust.
As the guidance is aimed at anyone producing, selling, marketing or advertising products or services in the UK it is a useful resource for environment and sustainability professionals. IEMA members are encouraged to familiarise themselves with the updated guidance documents to ensure they follow best practice.
To access the updated guidance documents, simply visit the Defra website.
Posted on 2nd February 2011
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