Aito operators and agents have been urged by a law firm to steer clear of generalised ‘green’ claims in advertising and marketing to avoid falling foul of greenwashing regulation.
Speaking at the summer general meeting of The Specialist Travel Association (Aito), law director Claire Ingleby (pictured) and solicitor Becky Cackett said misleading environmental claims risked a fine by the Competition and Markets Authority or an Advertising Standards Authority ruling, which could impact a firm’s reputation.
Misleading claims suggest companies’ products, services, operations or brands are less harmful or more beneficial to the environment than they actually are. They include claims made in company advertisements, marketing or branding materials.
Cackett told members at the AGM at London’s Copthorne Tara Hotel: “If it [a misleading claim] was picked up by the CMA, there might be a fine, but more likely it would be picked up by the ASA. It’s a slap on the hand but it’s the bad publicity [as a result of an ASA ruling].”
She added: “This is a wake up call to pause and reflect and make sure you think about what you do.”
Aito members were told to ensure any claims they made were correct and did not exaggerate or overstate their company’s actions.
Broader claims such as ‘green’, ‘sustainable’, ‘eco-friendly’ or ‘environmentally friendly’ should be avoided if no explanation or convincing evidence is given, the law firm said.
“Be careful about making claims without explanation,” said Cackett.
Ingleby gave the example of companies using a green symbol for their accommodation without explaining what the symbol meant, adding: “Claims must not omit or hide important information. They must include information that customers need to make an informed decision. They must not just focus on an environment that ‘fits’ your [company] narrative.”
The law firm – which explained how companies including tour operator Intrepid Travel and airline Lufthansa had fallen foul of regulation on greenwashing – advised Aito members how to approach the issue.
Bosses were told to maintain documentary evidence, particularly independent evidence, to support any claims; use a rigorous review process and regularly review claims; and avoid generalised statements if they do not apply to the whole product [holiday], such as the flights.
Companies should also ensure qualifying information is prominent and explain the claim; be clear if a claim to be carbon neutral is based on offsetting; avoid terms not generally understood by the public; avoid ‘absolute’ claims which require a higher level of substantiating; check claims can be supported by firms in the supply chain; and think about making a sustainability plan.