In a push to increase consumer understanding around the meaning of "carbon neutral" and "net zero" claims, the UK Committee of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP) have provided some updated guidance on misleading environmental claims and social responsibility in advertising. The guidance is intended to help encourage transparency and consensus of environmental-related claims in British advertising.
This article has been developed based on existing Code rules, rulings and a review of environmental claims and issues in advertising. This will be key for the air travel, energy and automotive sectors. The focus is on carbon neutral and net zeros adverts, as they are the most commonly encountered claims.
This resource was originally published on the website of Eversheds Sutherland on March 13, 2023.