UK ad regulator the Advertising Standards Authority (ASA) announced the release of new guidance for advertisers making environmental sustainability claims to consumers, including the use of terms “carbon neutral” and “net zero.” The regulator also said that is aware that there are currently organizations making “entirely unqualified” carbon neutral and net zero claims, adding: The new guidance, released by ASA’s advertising and broadcast advertising practice committees (CAP and BCP), follows a project conducted by ASA which identified the use of carbon neutral and net zero claims as a priority area, given their growing prevalence and the potential for consumers to be misled by these claims.

Source: ESGToday