Greenpeace uses Net to dodge ASA

Greenpeace has criticised the Advertising Standards Authority’s ’draconian’ stance towards the campaigning of non-profit organisations as the pressure group launched two Websites.

Greenpeace has criticised the Advertising Standards Authority’s

’draconian’ stance towards the campaigning of non-profit organisations

as the pressure group launched two Websites.



It claims the ASA is driving such bodies away from conventional media

and on to the Internet.



John Sauren, a campaign director at Greenpeace UK, commented: ’The ASA

is a reactionary body. In denouncing charities, it has lost

credibility.’



Greenpeace has embarked on a revamp of all its sites. The first work

supports a campaign ahead of next month’s Climate Conference in Kyoto

and the ’Atlantic frontier’ offensive against dumping at sea.



Sauren cited research showing that the UK site received 1.6 million hits

between May and August.



In the past, the ASA has upheld complaints against a Greenpeace

anti-nuclear campaign, a campaign aimed at removing Shell from Nigeria

and another linking the dumping of chemicals at sea to shrinking penis

size.



Caroline Crawford, the ASA communications director, said: ’Our

intervention has not been over decency. But advertising needs to be

truthful, especially non-commercial advertising. That goes for the

Internet as well.’



While Crawford conceded that the ASA currently has no means to enforce

sanctions on the Internet, it has been applying its code to Web

advertising since February. Sixteen complaints have been resolved

successfully, she said.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).