When it comes to environmental advertising, the importance of clear and accurate claims cannot be overstated. Businesses that want to promote their green credentials need to ensure that their claims are not only honest but clearly communicated to consumers.
No business wants to mislead its customers. Some information may be necessary for consumers to understand the basis of the claim. Marketers must also consider the customers’ likely interpretation of any claims they make.
If a claim could have multiple different interpretations, additional information is required.
This is to make the meaning of the claim clear.
For example, if an ad claims that a product is “eco-friendly,” it needs to explain what that means in practical terms.
As well as this, explain why it’s better for the environment than other products.