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In the UK, a new high level working group is advising advertisers
on green issues.
ISBA, the voice of British advertisers, has invited leading
figures from across the industry to join its new sustainability
working group. Members include the
COI, Unilever, British Gas, BP, Marks and Spencer, Diageo,
Virgin, Lastminute.com and others.
The group is exploring the major questions facing
marketers around how to integrate the sustainability dimension
into both their marketing communications strategy and their
procurement of marketing services.
Its launch comes at a time when environmental
advertising claims - and complaints about them - are on the
rise. The group has grown since its first meeting in October
and has already -
- Published guidance
for advertisers on the green claims they can make
in ads about their products and companies
- Begun an inquiry
into sustainable procurement of marketing services
- Hosted a green marketing panel at the ISBA
Annual Conference.
Ian Twinn, ISBA's Director of Public
Affairs, said - "ISBA established this new group because
it is our firm belief that going green is no longer an option
for marketers - it is an imperative.
"Advertisers who have taken steps to make
their company or products greener, naturally want to share
this good news with consumers. But failure to think through
and implement coherent sustainability strategies will put
companies at a competitive disadvantage and invite unwelcome
regulatory attention."
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