NEWS28 February 2023

Anti-greenwashing advertising campaign launches

Media News Sustainability UK Youth

UK – Advertising non-profit education programme Media Smart has launched a campaign to help young people, teachers and parents understand environmental claims in advertising and marketing.

Climate change protestor

The programme includes a five-point guide, short film and social media campaign to increase awareness of greenwashing and support work by the Advertising Standards Authority (ASA) on the subject.

The campaign is based on work between Media Smart and creative business Livity to examine young people’s attitudes towards greenwashing through a series of focus groups.

Following on from the research, the campaign will include advice such as interrogating ‘green’ symbols, being suspicious of buzzwords which aren’t backed up with evidence and fact-checking companies’ claims.

The social media campaign will run on Media Smart’s social media channels via Facebook, Instagram, TikTok and LinkedIn during March and April.

Dan Clays, chair of Media Smart and chief executive at OMG UK, said: “Raising awareness of how to spot misleading green claims in advertising and marketing is an incredibly important conversation for Media Smart to initiate and builds upon the vital work done by the ASA.

“This campaign is built using direct insights from young people for young people to highlight and fill in the gaps in their knowledge about greenwashing and what they expect from brands in this space.”

Rachel Barber-Mack, director at Media Smart, said: “Over half of the UK’s teenagers feel concerned about the lack of action on climate change, and evidence shows young people want to see greater transparency from corporates and brands, without having to hunt for the information.”

Stephen Woodford, chief executive at the Advertising Association, said: “This is a fantastic new resource to help young people understand how advertising and marketing claims are regulated when it comes to making accurate environmental claims.

“It is important we do everything we can to make sure our work to promote sustainable products, services and behaviours can be trusted.”

@RESEARCH LIVE

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