You’ve got to have a lot of evidence to make green claims. So get prepared and view those claims objectively.

It would be tragic if, on the road to net zero, marketing and advertising regulation were to stifle the legitimate desire for companies to show off their green credentials. But goodness me, you gotta be careful.

Another ruling by the ASA – this time for something as innocuous as a sustainability solutions provider that sought to address climate impacts of all types. Their target customers were primarily aviation operators.

But in a Google Ad (paid search – not some great big display ad campaign!) they made claims of being able to help their clients achieve “Eco-Friendly Aviation”, “Sustainable Aviation” and “Turn Flying Into A Force For Good.”

The ASA ruled that these claims indicated that by using the company’s services, private air operators would be able to have an immediate positive impact on the environment. The ASA’s point is they expected to see a high level of evidence that substantiated the claims, taking into account the full life cycle of the products and services associated with the company’s services.

The moral of this tale: don’t be tempted to bandy about vague environmental claims. On the other hand, don’t be put off making the claims that you can make… and be sure that you have the full evidence to hand.