Episode 101: ‘Navigating Greenwashing and Green Claims - 4-Part Mini Series’, Part 2 - Guy Parker, Chief Executive, Advertising Standards Authority (ASA)
In this episode, the second of our greenwashing mini-series we chat to Guy Parker, Chief Executive of the UK’s Advertising Standards Authority (ASA), about green claims and the role of responsible advertising in sustainability.
Guy explains that the ASA’s mission is to, “make sure that ads are legal, decent, honest and truthful. We care about ads not misleading people, not harming them, not offending them and being socially responsible.” Guy highlights that with rising concerns about climate change, the ASA is focused on environmental claims balancing the need for businesses to communicate sustainability efforts without misleading consumers.
We discuss the line between greenwashing (exaggerated or false claims) and greenhushing (staying silent due to fear of backlash), and how Marketers can absolutely tread the middle ground between the two. Guy emphasises how businesses should communicate sustainability progress— modestly and precisely, “being a bit more modest in the claims and being a bit more kind of real world in terms of what this means for your customers and your prospective customers, can actually go a very long way.” Focus should be on tangible, near-term actions rather than distant net-zero targets.
Most greenwashing isn’t intentional - it stems from lack of education and understanding. Guy points out that Marketers must know the rules and follow the guidance, (ASA’s codes, CMA’s Green Claims Code), collaborate cross-functionally with sustainability teams to ensure accuracy and make use of the breadth of ASA resources (rulings, guidance, and free training), to avoid pitfalls.
There is information and knowledge out there for everyone and it’s all very accessible. Guy’s message is clear, businesses must keep talking about sustainability, but do so, responsibly.
Tune in as we talk to Guy about:
The green claims and advertising landscape.
The need for organisations to be transparent and share their sustainability journeys.
Why less is more when it comes to green claims - specific, evidence-backed claims are safer.
Keep communicating, silence helps no one - we need to talk about it to drive change.
Where greenwashing complaints can come from and, how to make a complaint.
Why strategies and processes are needed.
What resources and guidance are available to support Marketers and organisations considering making green claims.
For resources check out the ASA’s CAP Advertising Guidance, their training and their recent rulings - all of which can be found here.
And, if you’re looking to upskill your team with the green claims landscape - be sure to check out our 3 hour Greenwashing 101 short training course via our Sustainable Marketing Training Hub.
More in this mini-series to follow with conversations still to come with ClientEarth and Fanclub PR. Stay tuned.
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