Advertising regulator signals response to ‘hot air’ environmental claims.

The advertising regulator is set to crack down on green hot air claims amid consumer confusion around terms such as “carbon neutral” and “net zero”.

The Advertising Standards Authority (ASA) has said the public remains distrustful of “greenwashing” by companies and has signaled it will consider stepping up enforcement action to ensure consumers are not misled by brands trying to increase your commitment to environmental protection.

ASA research found widespread consumer engagement with environmental issues, which influenced their understanding of related advertising claims.

However, it found that consumers have little understanding of the environmental claims made by advertisers and may be cynical about brands trying to promote their environmental performance.

Offsetting claims such as “carbon neutrality” and “net zero” are currently a major source of confusion and misunderstanding.

The ASA indicated that simplifying and harmonizing these definitions, along with the statements relating to electric and hybrid vehicles, was key to ensuring transparency and scrutiny of their application by independent bodies.

The watchdog said advertising can play an important role in helping consumers make informed choices, so it is important that the environmental claims they see and hear are truthful, responsible and treated fairly.

There are currently no official definitions for terms such as ‘carbon neutral’ or ‘net zero’ or set rules for how companies should achieve these goals.

The ASA expressed concern that some methods of achieving carbon neutrality or net zero “are not as robust as they could be”.

It is expected to update its guidance on such applications before the end of the year ahead of a six-month monitoring period.

It also pledged to immediately take proactive action to crack down on unconditional claims that may violate existing rules.

The findings came a day after the ASA banned HSBC from displaying two posters advertising the bank’s green initiatives, but omitting information about the bank’s own contribution to carbon dioxide and greenhouse gas emissions.

ASA director of complaints and investigations, Miles Lockwood, said: “Our research shows that there is confusion among consumers about the meanings and evidence behind claims of carbon neutrality, net zero emissions and advertising for hybrid and electric vehicles. It also suggests that there is a need to simplify and standardize them.

“All this signals that while the UK public supports companies that do the right thing when it comes to protecting the environment, they remain wary of eco-darkwashing.”

“Based on these findings, we will take action: update the guidance; sharing with government and partners; reviewing evidence and, if necessary, taking enforcement action; to ensure that environmental claims are not just hot air.”