News Article Published:
Friday, 19 October 2007
Category:
Financial Services
Banks and financial providers who want to advertise their green credentials were today provided with a guide as to how to make green claims.
The Incorporated Society of British Advertisers (ISBA) issued the guide claiming that consumers are becoming both more aware of environmental and ethical claims but also more likely to lose their faith in advertising.
To help retain consumers trust, and avoid negative PR and accusations of greenwashing, the ISBA has drawn up ten guidelines to help advertises stay within Cap broadcast and non-broadcast codes, ad DTI and DETR claims codes.
Ensuring that claims can be verified is the first principle the guide lists as false claims can be damaging and fall foul of advertising codes.
Avoiding misleading phrases and keeping claims simple were two further suggestions for advertiser copy and claims.
Advertisers should also be careful with regards to the use of symbols, explaining what they mean and ensuring that the product lives up to the requirements.
They are also warned about scientific claims which are still open to debate as pressure groups, scientific community or even the government could take issue with them.
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