Advertising Standards Bureau Review of Operations 2014 - Page 93

Code of Practice 1 Truthful and factual presentation Environmental Claims in Advertising or Marketing Communications: i. hall not be misleading or deceptive or be s likely to mislead or deceive. ii. ust not be vague, ambiguous or unbalanced. m iii. ust display any disclaimers or important m limitations and qualifications prominently, in clear, plain and specific language. iv. ust be supported by evidence that is m current and reflects legislative, scientific and technological developments. v. hat make any claim relating to future t matters or commitments must be based on reasonable grounds. vi. ust not lead the consumer to conclude m a business has voluntarily adopted an environmental practice if that practice has been legally mandated. vii. ust not imply a product or service is m endorsed or certified by another organisation when it is not. viii. ust represent the attributes or extent of m the environmental benefits or limitations as they relate to a particular aspect of a product or service in a manner that can be clearly understood by the consumer. Relevant information should be presented together. ix. ust reflect the level of scientific or m authoritative acceptance of matters relating to any claim; claims should not imply wide acceptance if this is not the case. Where evidence is inconclusive this should be reflected in the Advertising or Marketing Communication. Review of Operations 2014 x. hat use scientific terminology, technical t language or statistics must do so in a way that is appropriate, clearly communicated and able to be readily understood by the audience to whom it is directed. Publication of research results must identify the researcher and source reference unless there is an obligation of confidence or compelling commercial reason not to do so. 3 Substantiation 2 A genuine benefit to the environment iii. e use of unqualified general claims of Th environmental benefit should be avoided unless supported by a high level of substantiation or associated with a legitimate connection to an authoritative source. Environmental Claims must: i. e relevant, specific and clearly explain the b significance of the claim. ii. ot overstate the claim expressly or by n implication. iii. n comparative advertisements, be relevant i and balanced either about the product/service advertised or class of products or services, with which it is compared. iv. ot imply that a product or service is more n socially acceptable on the whole. The use of Environmental Claims must not reduce the importance of non-environment attributes/ detriments of a product or service. v. ot imply direct relationship to social n initiatives of a business where there is no correlation to environmental benefits or attributes or improvements to a product or service. i. nvironmental Claims must be able to be E substantiated and verifiable. Supporting information must include sufficient detail to allow evaluation of a claim. ii. nvironmental Claims must meet any E applicable standards that apply to the benefit or advantage claimed. iv. nvironmental Claims and comparisons that E are qualified or limited may be acceptable if adver tisers can substantiate that the product/ service provides an overall improvement in environmental terms either against a competitor’s or their own previous products. v. laims relating to sponsorships, approvals, C endorsement or certification schemes must be current. vi. e use of any symbol or logo must be Th explained unless the symbol is required by law, or is underpinned by regulations or standards, or is part of an authoritative certification scheme. vii. ubstantiation information should be S readily accessible, or made available in a timely manner in response to a reasonable written request. viii. estimonials must reflect genuine, informed T and current opinion of the person giving the testimonial. Review of Operations 2012 90 September 2009  91