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March 23rd, 2010:

Stop, Look, Listen

The Department for Environment, Food and Rural Affairs (Defra) is updating its guidelines on green claims in advertising and has published a checklist that all marketing claims to environmental responsibility should follow.  Any attempts to promote goods or services as being environmentally friendly should be “clear, accurate, relevant and verifiable”.  Not a million miles from the long-standing guidelines that all advertising should be “legal, decent, honest and truthful”.  But that’s no bad thing; imitation is the sincerest form of flattery, after all!