Research indicates that companies are still posting misleading green ads even after being called out by the Advertising Standards Agency (ASA).
Greenpeace UK’s Investigative Journalism Unit, through its project Excavated, has highlighted companies like Virgin Atlantic, Renault, and Aqua Pura that continue to make unfounded environmental claims despite warnings from the ASA.
Back in 2021, the ASA initiated a crackdown on greenwashing, stating that 44 companies had been flagged for misleading advertisements. Recently, Excavated noted that at least five of these companies were still facing criticism for their advertising practices.
The ASA’s regulations require that businesses substantiate their environmental claims, especially those describing products as “sustainable” or “green,” which necessitate strong evidence. However, the watchdog lacks the authority to enforce compliance effectively. If a company disregards these rules, it could face reputational damage, but it can’t impose fines.
Possible actions the ASA can take include listing the company’s name on its website, requesting search engines to remove misleading paid ads, and urging social media platforms to eliminate non-compliant content.
Virgin Atlantic has a prominent post on its social media claiming it completed its first transatlantic flight using “100% sustainable aviation fuel.” However, despite the ASA ruling against this language nine months prior, it appears to mislead consumers about carbon savings, suggesting that the fuel has no negative environmental effects.
Renault has repeatedly shared videos on Facebook and YouTube asserting that its hybrid vehicles offer “up to 80% electric operation in the city,” despite being deemed misleading by the ASA in 2023.
Other car manufacturers, such as MG, have promoted hybrid models as “zero emissions,” which is misleading since hybrids often use gasoline or diesel. Electric vehicles can only claim zero emissions if charged with 100% renewable energy. Their ads have continued to use terms like “zero emissions” without proper clarification.
Aqua Pura’s website recently highlighted its “new eco-friendly cap,” despite being instructed by the ASA to stop calling its plastic bottle lids “eco-friendly.” Likewise, Easigrass, which produces synthetic grass, was told over a year ago to remove its “eco-friendly” claims but continues to assert that some products are “environmentally friendly and 100% recyclable.” The ASA previously stated that there was no evidence supporting such claims.
An ASA spokesperson emphasized that monitoring green claims is a key priority, utilizing AI-based systems to quickly identify and rectify misleading ads.
A Virgin Atlantic representative stated the airline is dedicated to achieving net zero by 2050 through the use of sustainable aviation fuel.
A Renault spokesperson acknowledged the concerns and assured that they would take the issues seriously.
An Aqua Pura representative explained that implementing all recommendations might be challenging due to recent team changes.
MG Motor UK indicated that they responded promptly to the ASA’s concerns regarding hybrid vehicles and the EV model.
An Easigrass spokesperson confirmed awareness of the ASA’s ruling and noted intent to update marketing language accordingly, though a few references had been overlooked by the website team.
