Is greenwashing, half truths and blatant lies threatening the ad industry’s credibility?

Today's ASA report doesn't look good for advertising. From an outsider's viewpoint it maintains the illusion that advertising lies a lot. Of course these complaints, not all upheld, represent a very small percentage of what we produce but politicians don't see that. Which brings the threat of legislation.

Greenwash alone is drawing a growing number of complaints - complaints about environmental claims has more than doubled year on year with 561 complaints about 410 ads (compared to 83 ads the year before).

CAP are going to advise clients on green claims..umm..interesting to see if any clients actually call them.

In a Guardian piece last year we were put at the bottom of the pile with estate agents, used car salesman and journalists. Doesn't look like we are going to raise our game unless we stop clients like Ryanair (or fellow agencies) spinning lies and bending the truth.

Interesting how you seem to be proposing the ad industry takes responsibility for stopping the greenwash & the more loathesome (imo) ethics wash. A long while back I used to write copy for a large developer client which sold little boxes, marketing them with undersized furniture, so they looked more spacious. To write the truth would have lost the client and the best part of 3 staff.

I'm not proud of the estate agent jargon I used to get the ads signed off and the issue is a threat to ad land credibility - BUT a client will always understand their absolute proposition better than a creative working on an account. It's the client's responsibility to stand up to an over enthusiastic creative proposal, hence the sign-off prior to go live.

Client side, we're in a great position to green wash and take more immediate market share - but staying on the narrow path has a greater prospect for longevity in this increasingly open age. Our mission is 'lovemark' as KR calls it and we believe that comes with an honest intent, a quality proposition and an effective open communication strategy.

Neil (founder: justdrinkingwater)

When politicians see self regulation failing they apply legislation. The ASA are doing a great job but many of these greenwash ads are coming out of major agencies who should know better. Either they are part of the lie or not advising their clients very well.