Ad watchdog prepares for clampdown on greenwash advertising

LONDON - The Committee of Advertising Practice is preparing to tighten regulations about green claims in a bid to stamp out the "greenwash" trend in marketing campaigns.

The initiative is aimed at stamping out the vague buzzwords such as "carbon neutral", "wholly sustainable" or "low emission", which companies use to boost about their green credentials.

The move comes after the Advertising Standards Authority (ASA) recently upheld complaints about companies including Shell, Fiat and British Gas.

The Committee of Advertising Practice (CAP) will announce plans in the next few weeks to tighten codes about green marketing.

In a consultation paper, CAP is expected to suggest making codes governing "green" claims far more specific, according to a report in The Times.

The organisation is also expected to update the codes to take into account the spiralling number of new and emerging green technologies and trends.

Companies will also be reminded that claims about specific environmental credentials should not be used without evidence to back them up.