Greenwash knocks consumer confidence

The Greenwash Guide - a new online report released by Futerra Sustainability Communications (FSC) - reveals that only one in ten consumers trust environmental claims made by advertisers.

Meanwhile, of the advertising agencies interviewed for the guide, eight out of ten said that they had an internal sustainability policy.

However, only four agreed to give information on actual products - and only one of those four said that it plans to extend its green policy.

The FSC is concerned that advertising agencies are reluctant to change their ways and to self-regulate the environmental claims made for the products that they are promoting.

According to the report, most greenwash is due to ’sloppiness and ignorance’ rather than any malicious intent.

Nevertheless, it recommends that the advertising industry is given clear guidance on acceptable environmental claims for products.

Publishers and broadcasters were also criticised for failing to monitor the adverts that they publish.

Of 39 media sellers interviewed, only one said that they have any staff training scheme to prevent greenwash being published.

The guide gives comprehensive advice to consumers on spotting greenwash - including looking out for ‘fluffy’ language, such as ‘eco-friendly’, and companies emphasising tiny ways in which they help the environment, whilst most of their activities are environmentally detrimental.