Letters - Brands must come clean and go green

The surge in complaints to the Advertising Standards Authority about 40 ads making untrue green claims only serves to underline the new role of brands in helping to educate consumers about the environment and the dangers of getting it wrong.

This is a real opportunity for brand owners but it will require brands to be open and honest. It is no use saying that you are carbon neutral if you are just off-setting and not actually reducing your energy consumption and emissions.

This will mean marketing professionals will have to move away from simple product-based claims to an approach based on educating consumers about the impact of their choices - step forward PR.

Michael Bennett, MD, Pelican PR.

Send your letters (200 words maximum) to prweekletters@haymarket.com.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in