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Greenwash Backlash

Posted in Marketing by Cheryl Morgan on the September 8th, 2008

Many companies are now pursuing marketing strategies that involve trumpeting their green credentials, but with eagle-eyed environmental activists following every move you really do need to have something to brag about before going public. A recent ad by Shell described their oil sand project in Canada as “sustainable”,and this led environmental group WWF to lodge a complaint with the UK’s Advertising Standards Authority. As the oil sands are clearly a fossil fuel resource, the ASA ruled against Shell. As this report on EurActiv suggests, many more such cases are likely to be brought in the near future if companies are not careful about their claims.

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