The frustrating spectre of greenwashing
Published: 06 May, 2025
Ever been greenwashed? It’s not always as obvious as you might think. Some companies’ use of “greenwashing” – hyping their record to make it sound greener than it is – is blatant. In 2022 the Advertising Standards Authority ruled against fruit drinks company Innocent over an ad that strongly linked its products to protecting the environment. The message ran: “Innocent. Little drinks with big dreams for a healthier planet.” Complainants pointed out that the company’s products come in single-use plastic bottles and that it’s owned by Coca-Cola (which generated an estimated 3.22 million tonnes of plastic waste in 2021).
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