The Advertising Standards Authority (ASA) has published research into the consumer understanding of carbon neutral and net zero claims in advertising, as well as for hybrid and electric vehicles.
In 2021 the ASA’s Climate Change and the Environment project identified the two “priorities” for consumer research on the topics. The ASA say these two topics were chosen because of the increasing prevalence of claims and the potential for consumers to be “misled” by them.
Amongst the key findings from the carbon neutral and net zero claims in advertising section of the project were that participants called for more transparency about offsetting and target dates in ads.
The ASA says carbon neutral and net zero were the most commonly encountered claims, but there was little consensus as to their meaning. In the report, there were calls for significant reform to simplify and standardise the definitions of such terms and for claims to be policed by an official body, such as government.
Carbon neutral and net zero were the most commonly encountered claims, but there was little consensus as to their meaning.
The research found that participants tended to believe that carbon neutral claims implied that an absolute reduction in carbon emissions had taken place or would take place. When the potential role of offsetting in claims was revealed, this could result in consumers feeling that they had been “misled”.
Claims in air travel, energy and automotive advertising tended to attract more attention, and the potential role of offsetting, when revealed, could result in “greater disappointment”.
There is a broad spectrum of consumer engagement on environmental issues, influencing their understanding of, and reaction to, environmental claims, the research claims.
The research on electric and hybrid vehicle claims in advertising found participants found it difficult to understand the different hybrid options; they found the meaning of some terms, such as ‘mild hybrid’, to be particularly unclear. The meaning of ‘PHEV’ (plug-in hybrid electric vehicle) also caused some confusion.
Participants were conscious of the novelty of the technologies and the pace of change, and these uncertainties were exacerbated by a perceived lack of reliable and straightforward information and guidance. Participants called for authoritative independent guidance to be produced that explains factors such as actual vs theoretical miles per charge/gallon and range and charging information.
Participants noted the potential to mislead in ads that used vague “green” imagery.
The research also found that the car purchasing process has become more complex with the need to understand the differences between the technologies, the meaning of terminology, the appropriateness of each option for different lifestyles and the financial implications of each option.
Participants noted the potential to mislead in ads that used vague “green” imagery and messaging that wasn’t attributed to any specific actions.
As a result of the research, the ASA says it will carry out a six-month monitoring period in which it will assess the impact of the ASA and CMA Guidance on carbon neutral and net zero claims in advertising.
The ASA says it will also conduct targeted investigations to establish precedent cases related to compliant and non-compliant claims, such as the omission of explanations of the meanings of terms, “creative overclaim” around the use of images, and claims on the range and charge time as they are currently presented.
