Ad watchdog claims it has greenwashers on the run

The number of complaints over so-called greenwashing received by the UK advertising watchdog is falling fast, as firms increasingly adhere to best practice guidelines designed to ensure their environmental claims are accurate and verifiable.

That is the finding of a new study released last week by the Advertising Standards Authority, which found that despite widespread media reports suggesting greenwashing has reached epidemic proportions, 94 per cent of adverts featuring environmental claims this year were compliant with advertising codes.

The survey of 195 adverts across TV, radio and print found that just 12 appeared to breach best practice guidelines, all in non-broadcast media.

The firms behind the offending adverts have since been contacted by the ASA and advised not to run the ads again in their current form.

Speaking to BusinessGreen.com, a spokeswoman for the ASA said that the survey provided further evidence that the watchdog's crackdown on greenwashers was working and that firms were taking greater care to ensure their environmental claims are accurate.

She added that while the ASA received 561 complaints over advert's environmental claims in 2007, it had only received around 220 complaints to date this year.

"The big surge in complaints was last year and because of the clearer guidance we've been offering and increased awareness of the risks of greenwashing, firms appear to have got the message," she said. "Of course, as new green products and services evolve we'll have to keep an eye on the sector, but good progress has been made."