EDF 'green' ad accused of blinding viewers with science

by Nikki Sandison, Brand Republic 04-Jun-08, 09:20

LONDON - EDF Energy has been accused of blinding viewers with science with its green advertising about reducing CO2 emissions, but has escaped censure from the advertising watchdog.

The TV ad, created by Euro RSCG London, includes a voiceover which states "By 2020, EDF Energy aim to reduce the carbon intensity of CO2 emissions from their electricity production by 60%".

On screen text states: "Aims based on improvements to EDF Energy's 2006 performance and is subject to change in the event of matters beyond EDF Energy's reasonable control."

Five people challenged whether this claim was misleading because the vast majority of viewers would not understand the term "carbon intensity" and would believe EDF intended to reduce their CO2 emissions by 60%.

A further two people, including People & Planet, challenged whether the ad misleadingly implied that EDF Energy was a "green" energy supplier because they believed it supported and invested in nuclear power and only a small proportion of its electricity was supplied by renewable energy.

The Advertising Standards Authority did not uphold any of the complaints. It noted that EDF had demonstrated that if it achieved its aim it would also reduce its absolute carbon emissions by 60% and therefore considered that qualification of the term "carbon intensity" was not necessary in this instance because whichever way they interpreted the claim viewers were unlikely to be misled.

The ASA also rejected the complaints that EDF was claiming to be a "green" energy supplier because it considered that consumers were likely to understand that the ad merely highlighted that EDF, although recognising the difficulties involved, wanted to take steps to tackle climate change and was asking consumers to get involved as well.