Utilities, energy and environment - ASA

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can form an important part of a company’s corporate social responsibility agenda. But the rise in the number of advertisers promoting the environmental credentials of various different products and services has also prompted complaints about whether some ads make exaggerated or misleading claims. </p> <p>This is why our advertising rules have a whole section dedicated to environmental claims which requires ads for activities, products or services relating to the environment, energy issues or home utilities to explain the basis of, and qualify their environmental claims in ads. Advertisers must also hold robust evidence for any comparisons they are making, acknowledge whether a split in informed expert opinion exists, and make clear any limits to the life cycle of a product.</p> <p>Claims such as “environmentally friendly” should not be used without qualification unless advertisers can provide convincing evidence that their product will cause no environmental damage, taking into account the full life cycle of the product from manufacture to disposal. Less absolute claims, such as “friendlier”, “greener” or “kinder” are generally less risky, but will still need to be backed by evidence. </p> <p>Because of the difficulty of providing proof for a specific claim, some advertisers have chosen instead to make a green statement of intent in their advertising. For example, they might claim to be “against environmental damage” or “working towards” or “aiming for” a greener future. The context in which these claims appear is key to judging whether they are likely to mislead. If such claims are likely to be seen as a mission statement or belief, the chances are they won't fall foul of the rules.</p> <p>As well as proving their claims, advertisers need to be careful not to assume a level of consumer understanding greater than is reasonable, or likely in their ads. This is especially relevant for ads to do with the environment and energy issues, which may highlight technical subjects such as renewable sources and carbon offsetting, for example. </p> <p>Advertisers should also take into account the government’s Department for Environment, Food and Rural Affairs ‘Green Claims Code’ when preparing their ads for activities, products or services relating to the environment, energy issues or home utilities. </p> </div> <a class="show-more-less-button"><span class="more-label">+ Read more</span> <span class="less-label">- Show less</span></a> </div> </div> <div class="col-md-4">  <div class="share-page-widget"> <p class="share-page-widget-item-holder"> <a href="#" class="favourites-button element-with-icon" data-action = "add" data-target-id = "EA565A01-F7E1-491F-915017B2E5B9267B" data-target-type = "topic" > <span class="font-icon font-icon-Artboard-Copy-295"></span> <strong>Add to my favourites</strong> </a> </p> </div> </div> </div> </div> </div>   <div class="horizontal-listing-area"> <div class="container"> <ul class="horizontal-listing"> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Appliances_electronics_and_machinery.html" >Appliances, electronics and machinery</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Computers_phones_and_telecoms.html" >Computers, phones and telecoms</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Delivery_construction_and_logistics.html" >Delivery, construction and logistics</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Animals_and_farming.html" >Animals and farming</a> </li> <li class="horizontal-listing-item is-active"> <a href="https://www.asa.org.uk/topic/Utilities_energy_and_environment.html" >Utilities, energy and environment</a> </li> </ul> </div> </div>   <div class="breadcrumb"> <div class="container"> <ul class="breadcrumb-list"> <li class="breadcrumb-list-item"> <a href="https://www.asa.org.uk/">Home</a> </li> <li class="breadcrumb-list-item"> <a href="https://www.asa.org.uk/issues-and-topics.html">Issues and topics</a> </li> <li class="breadcrumb-list-item"> Utilities, energy and environment </li> </ul> </div> </div>   <div class="contents"> <div class="main-content"> <div class="container"> <div class="row"> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Latest news</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/consultation-on-the-removal-of-energy-labelling-and-product-fiche-information-rules-from-the-advertising-codes.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/consultation-on-the-removal-of-energy-labelling-and-product-fiche-information-rules-from-the-advertising-codes.html">Consultation on the removal of energy labelling and product fiche information rules from the Advertising Codes</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">03 February 2025</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/sowing-the-seeds-of-compliance-communicate-your-regenerative-farming-initiatives-with-confidence.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/sowing-the-seeds-of-compliance-communicate-your-regenerative-farming-initiatives-with-confidence.html">Sowing the seeds of compliance: communicate your regenerative farming initiatives with confidence</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">07 November 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/don-t-feel-rattled-about-your-baby-related-ads.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/don-t-feel-rattled-about-your-baby-related-ads.html">Don’t feel rattled about your baby-related ads</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">24 October 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/take-your-social-responsibilities-seriously.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/take-your-social-responsibilities-seriously.html">Take your social responsibilities seriously!</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">22 August 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/evidently-evidence-is-everything-six-tips-on-sound-substantiation.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/evidently-evidence-is-everything-six-tips-on-sound-substantiation.html">Evidently, evidence is everything! Six tips on sound substantiation</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">08 August 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/climate-change-and-the-environment-key-advice-resources-on-green-claims.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/climate-change-and-the-environment-key-advice-resources-on-green-claims.html">Climate Change and the Environment – Key Advice Resources on Green Claims</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">07 August 2024</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/advice-and-resources/news.html?topic=EA565A01-F7E1-491F-915017B2E5B9267B" class="show-more-link">View all news</a> </div> </div>  </div> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Latest rulings</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/edf-energy-ltd-g24-1260840-edf-energy-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/edf-energy-ltd-g24-1260840-edf-energy-ltd.html" target="_blank">EDF Energy Ltd</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">19 February 2025</span> </li> </ul> <p>A radio ad was misleading as it omitted information and didn’t make the basis of the claims made in the ad clear. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/scottishpower-energy-retail-ltd-g24-1253901-scottishpower-energy-retail-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/scottishpower-energy-retail-ltd-g24-1253901-scottishpower-energy-retail-ltd.html" target="_blank">ScottishPower Energy Retail Ltd t/a Scottish Power</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Television</span> </li> <li class="meta-listing-item"> <span class="caption">05 February 2025</span> </li> </ul> <p>A TV ad featuring George Clarke wasn't quickly recognisable as an ad and led viewers to believe they were watching a programme.  </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/lloyds-bank-plc-a24-1244509-lloyds-bank-plc.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/lloyds-bank-plc-a24-1244509-lloyds-bank-plc.html" target="_blank">Lloyds Bank plc</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld in part</span> </li> <li class="meta-listing-item"> <span class="caption">Poster, Social media (paid ad)</span> </li> <li class="meta-listing-item"> <span class="caption">18 December 2024</span> </li> </ul> <p>A paid-for LinkedIn post for Lloyds Bank was misleading as it omitted significant information about the company’s environmental impact. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/wizz-air-hungary-ltd-a24-1253458-wizz-air-hungary-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/wizz-air-hungary-ltd-a24-1253458-wizz-air-hungary-ltd.html" target="_blank">Wizz Air Hungary Ltd</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Website (paid ad)</span> </li> <li class="meta-listing-item"> <span class="caption">27 November 2024</span> </li> </ul> <p>A paid-for Google ad for Wizz Air gave a misleading impression of their flights’ environmental impact by not making the basis of comparative claims clear or providing verifying information. </p> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/codes-and-rulings/rulings.html?date_period=past_year&topic=EA565A01-F7E1-491F-915017B2E5B9267B" class="show-more-link">View all rulings</a> </div> </div>  </div> </div> </div>  </div>  </div>   <div class="cap-area general-container"> <div class="container"> <div class="cap-area-header"> <img src="../../../assets/img/logos/logo-cap.png" alt="logo-cap" class="cap-area-header-image" /> <h1 class="font-color-grey">Help getting it right</h1> </div> <div class="row"> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Popular advice</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/resource/advertising-guidance-misleading-environmental-claims-and-social-responsibility.html" class="font-icon font-icon-file-pdf-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/resource/advertising-guidance-misleading-environmental-claims-and-social-responsibility.html">Advertising Guidance - misleading environmental claims and social responsibility</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Advertising Guidance</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/resource/energy-labelling.html" class="font-icon font-icon-file-pdf-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/resource/energy-labelling.html">Guidance on how to describe a product’s energy efficiency class</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Advertising Guidance</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/environmental-claims-general-green-claims.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/environmental-claims-general-green-claims.html">Environmental claims: General “Green” claims</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/advice-and-resources/resource-library/resource-search-results.html?topic=EA565A01-F7E1-491F-915017B2E5B9267B" class="show-more-link">View all articles</a> </div> </div>  </div> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Relevant codes</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/broadcast/code_section/09.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/broadcast/code_section/09.html">09 Environmental claims</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Broadcast</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/non_broadcast/code_section/11.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/non_broadcast/code_section/11.html">11 Environmental claims</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Non-broadcast</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/search.html?type=broadcastcode,code&topic=EA565A01-F7E1-491F-915017B2E5B9267B" class="show-more-link">View all</a> </div> </div>  </div> </div> </div> </div>  </div>  </div> <div id="message-login-popup" class="white-popup mfp-hide"> <div class='magnific-popup mfp-video-popup'> <div class='white-popup-content'> <header> <button type='button' class='remove-link mfp-close'>Close ×</button> <h3>Please login!</h3> </header> <section class='body'> <p class="message"></p> <div class="u-aligned-center"> <a 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