Post by account_disabled on Feb 14, 2024 4:24:42 GMT -6
In a significant new step that underlines the UK government's strong commitment to tackling greenwashing , a practice that undermines sustainable efforts , the Advertising Standards Agency (ASA) has issued a ban on an advertising campaign for single-use vapes, arguing that it misled viewers about the product's recyclability, according to Edie . The company Elf Bar, responsible for the controversial campaign, has been instructed by the ASA to remove the advert, which was initially displayed on buses and digital billboards in London last summer. This new measure sets a crucial precedent by strengthening rules against defaming or exaggerating the environmental efforts of a product or service, highlighting the importance of transparency and truthfulness in environmental advertising. They ask to withdraw advertising of vaping machines due to greenwashing This decision comes after receiving ten complaints, one of them coming from campaign group AdFree Cities, a network of groups challenging corporate outdoor advertising and reclaiming public space for art, community and nature. The advertisement in question featured images of a new line of single-use e-cigarettes, accompanied by slogans such as “Green Consciousness” and “Recycling for a Greener Future,” and also included a recycling symbol.
The complaints highlighted that there are currently limited recycling options for single-use vapes in the UK. These are not collected in homes and, although some brands Romania Phone Number List implement take-back programs, vape sales far outpace the growth of such programs and recycling capacity. Vapers, a new environmental threat In response, Elf Bar argued that its intention was to raise awareness about the possibility of recycling vapes if the right options are chosen. The company stated that viewers would not interpret the ads as an offer for a new recycling service, nor would they understand it as an absolute statement about the overall environmental impact of its products. Elf Bar also noted that the “Green Consciousness” and “Recycling for a Greener Future” slogans applied to its overall recycling work, which included installing recycling bins in more than 70 British vape shops from October 2023. The company aims to expand this program to a larger closed recycling system by 2025. However, the ASA ruled that in the absence of information about how Elf Bar products could be recycled, most buyers would wrongly assume they could easily recycle them, even in their homes.
The Agency relied on previous research by Material Focus , which indicated that 70% of vape users throw away their devices because they are not aware of available recycling routes. Material Focus estimates that at least 1.3 million disposable vapes are thrown away every week in the UK, the equivalent of two vapes every second. These products contain a mixture of single-use plastic, lithium-ion batteries, and nicotine. This means they have the potential to harm the environment and wildlife when thrown away, but it is believed that they are commonly thrown away and sent to landfill as they are difficult to recycle. vapes by greenwashing No tolerance to greenwashing The ASA's general view is that the advert gave an "inaccurate impression that the products were fully recyclable". The decision to withdraw vape advertising for greenwashing comes alongside new ASA guidance on claims relating to product recycling, aiming to combat the misuse of sustainable advertising. The guidelines indicate that claims are less likely to be considered greenwashing if they include information about: The parts of the product to which the claim refers. The disposal process, if likely to differ from the expectations of the average consumer. The time it takes for a product to fully biodegrade or compost, if likely to differ from the average consumer's expectations. Harmful byproducts produced during the disposal process. In addition, the ASA announced that from January 2024 it will intensify the supervision of advertisements and claims on packaging related to greenwashing in waste management.
The complaints highlighted that there are currently limited recycling options for single-use vapes in the UK. These are not collected in homes and, although some brands Romania Phone Number List implement take-back programs, vape sales far outpace the growth of such programs and recycling capacity. Vapers, a new environmental threat In response, Elf Bar argued that its intention was to raise awareness about the possibility of recycling vapes if the right options are chosen. The company stated that viewers would not interpret the ads as an offer for a new recycling service, nor would they understand it as an absolute statement about the overall environmental impact of its products. Elf Bar also noted that the “Green Consciousness” and “Recycling for a Greener Future” slogans applied to its overall recycling work, which included installing recycling bins in more than 70 British vape shops from October 2023. The company aims to expand this program to a larger closed recycling system by 2025. However, the ASA ruled that in the absence of information about how Elf Bar products could be recycled, most buyers would wrongly assume they could easily recycle them, even in their homes.
The Agency relied on previous research by Material Focus , which indicated that 70% of vape users throw away their devices because they are not aware of available recycling routes. Material Focus estimates that at least 1.3 million disposable vapes are thrown away every week in the UK, the equivalent of two vapes every second. These products contain a mixture of single-use plastic, lithium-ion batteries, and nicotine. This means they have the potential to harm the environment and wildlife when thrown away, but it is believed that they are commonly thrown away and sent to landfill as they are difficult to recycle. vapes by greenwashing No tolerance to greenwashing The ASA's general view is that the advert gave an "inaccurate impression that the products were fully recyclable". The decision to withdraw vape advertising for greenwashing comes alongside new ASA guidance on claims relating to product recycling, aiming to combat the misuse of sustainable advertising. The guidelines indicate that claims are less likely to be considered greenwashing if they include information about: The parts of the product to which the claim refers. The disposal process, if likely to differ from the expectations of the average consumer. The time it takes for a product to fully biodegrade or compost, if likely to differ from the average consumer's expectations. Harmful byproducts produced during the disposal process. In addition, the ASA announced that from January 2024 it will intensify the supervision of advertisements and claims on packaging related to greenwashing in waste management.