Defra helps companies build confidence in green claims

3 February 2011

Defra's new 'Green Claims Guidance'aims to help companies explain the environmental credentials of their products, in user-friendly language which will enable consumers to make more informed judgements about what they buy. The Government hopes that it will encourage the development of greener products, and more 'green advertising'. The Guidance asks companies to ensure the claims can be substantiated, that they reflect a genuine benefit to the environment, and that they are explained forward clearly forward clearly and accurately.

The Advertising Association sat on the Green Claims Steering Group and Defra, and the AA's submission is here.
http://www.adassoc.org.uk/aa/index.cfm/policy-and-research1/uk-position-papers/index.cfm?startrow=9

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