Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Marketers should ensure that they have evidence to substantiate claims such as “recycled paper”. They should be careful that they do not make claims such as “100% environmentally friendly” or "totally recyclable for zero environmental legacy", that cannot be substantiated. (SEEBOARD Energy Ltd, 8 January 2003, and Euroclad Ltd, 14 June 2006).
¬The ASA has adjudicated that consumers will understand that a product will not necessarily be recycled if it is described as “100% recyclable” as long as it can potentially be recycled. Marketers should nevertheless ensure that they do not exaggerate the environmental credentials of their product, for example by implying that all of a product can be recycled if only part of it can be (Euroclad Ltd 14 June 2006¬).
See other entries on ‘Environmental Claims’.
Last modified : 30 November 2011