Government unveils anti-greenwash taskforce

The Government’s project to strengthen green labelling will be advised by representatives from across the marketing spectrum, it was announced today (Feb 19).

Steering group members charged with helping the Government stamp out ‘dodgy greenwashing’ and draw up a voluntary code that will win consumer trust include marketers trade body The Incorporated Society of British Advertisers (ISBA) and industry body the Advertising Association.

The original code was drawn-up in 2003 devised to help marketers communicate their products’ green credentials and help protect consumers from bogus or inaccurate claims.

However the green market explosion since then means the code needs updating to halt consumer confusion about conflicting claims about environmental credentials.

Lord Philip Hunt, who is leading the review for the Department for the Environment, Food and Rural Affairs (DEFRA), says “Consumers are often confronted with all sorts of ‘green’ claims by companies and products. Working with industry and updating the ‘Green Claims’ Code will support business to ensure that their claims are genuine and meaningful. It will also reassure consumers that when a green claim is made, they can feel confident it is truthful.”