The annual report from the Advertising Standards Agency (ASA) highlights a quadrupling of complaints relating to so-called ‘greenwash’, or attempts by advertisers to make environmental claims that are unsubstantiated or irrelevant. In 2007 the agency received 561 complaints about environmental claims in 410 adverts, compared with just 117 complaints about 83 adverts the year before.

Environmentally aware consumerism is a fast growing market, thought to be worth £29.7 billion, but ‘greenwash’ is growing in tandem with it. Indeed, the ASA has already censured several high-profile companies such as Shell and Suzuki and in total upheld 42 complaints (up from 33) last year, predominantly in the motoring and utility sectors.

A concurrent study by sustainable communications firm Futerra into ‘green advertising’ spells out the threat to businesses and consumer confidence generally. Solitaire Townsend, its chief executive, says: ‘Greenwash isn’t simply annoying; it’s dangerous. Well-meaning people who want to buy “green”

are getting confused and disheartened. During a time of economic belt-tightening, if green products and services are to survive, people have to trust them.’

Tellingly, the Futerra study notes that half of consumers admit to not knowing what to believe from green advertising, which suggests advertisers and PR companies need to keep on top of the ‘green credential’ claims of clients.