Arnold on ethical marketing

CHRIS ARNOLD

Last year saw a flood of greenwash ads from car, utility and food companies as well as bogus claims and promises from many other areas. The ASA upheld loads of complaints. It seems the US is just as bad. But now in the US they have launched the Greenwash Index, a place where bogus claims (or being economical with the truth) get scrutinised by the public. 

The site has been launched by the advertising faculty of the University of Oregon School of Journalism and Communication and ethical agency, EnviroMedia Social Marketing, and puts the power of judge and jury into the hands of the buying public.

It’s aim is to empower consumers and shame brands who think they can make false claims or imply ethical credentials through spin and unlikely promises - like we are going to reduce our CO2 emission by 2020 because that’s so far away you’ll have forgotten this claim by them. (Bet that UK energy company won’t be recycling their ads then!)

For those that make truly authentic claims it’s probably a site to be seen on (I’m sure Recopak are doing well from the site). But for a number of brands it’s probably the last place they want to be. Chevolet, Lexus, Toyota and Honda are all there with BP.

The BP ‘Beyond’ ad is actually not greenwash as it says nothing at all. An eye candy compilation of images with no message. However, their biofuels ad features a man who is very excited about biofuels (I think he also gets very excited about tractors!).

Lexus hybrid have also made a compilation of nice stock footage ad with a ‘h is for…’ theme. Again, like the BP ad it says nothing. Maybe this is the new style of eco ads in the States – say nothing then no one can slag you off. The Honda hybrid ad, by contract, is just a terrible ad, which in some ways worse than being greenwash.

The one that is top of the polls, and is so unbelievable it could only be written by Homer Simpson, is a large billboard in Pennsylvania that declares that COAL is GREEEN CLEAN ENERGY. D’oh!

In several blogs last year I highlighted the folly of false green claims and the dangers of ‘brand terrorism’ on the web (punters exposing your false claims and bringing down your brand). The truth has a way of catching you out, especially on the internet, and it can cost a lot more than the money you spent spinning fake green claims. Reputations once damaged are hard to rebuild.

Yet this year we are already seeing green spin ads on the TV. Sadly I think we are going to see a lot more greenwash ads unless the BACC and ASA tightens up it’s controls over false eco claims.

Maybe we should set up a similar site in the UK where we can all judge ads honestly. Could this be a new area for Brand Republic?

On a final note, those visiting the website of EnviroMedia site might like to check out the DJ Duck Mixer. Who says tree huggers don’t have a sense of fun.