ISBA Public Affairs Director Ian Twinn has spoken about the decision by the advertising regulator to ban a press ad from Shell.
The oil company used the word “sustainable” in an economic context rather than its green usage but was reprimanded by the Advertising Standards Authority.
Interviewed on BBC Radio 5 Live, Ian Twinn said that “advertisers will now have to be aware that the rules on ‘greenwash’ have tightened and accept that the regulator will in future only allow the narrow usage of the term ‘sustainable’.
“The world has of course moved on since the ad was first produced and the use of the term sustainable is much more commonly understood by the public to refer to environmental rather than economic sustainability.
“Environmental concerns are growing and it is no surprise that we are seeing more complaints about ads. It is natural that advertisers want to show how their products are evolving and adapting but it is important for them to remember that all green advertising claims need to be capable of being substantiated.”
