No one wants to read about funerals, so I’ll avoid the word as much as possible. The problem is that you may have missed a useful decision by the ASA for the same reason, yet it has implications for email marketing. Not to worry; I’ll précis it for you.

The ASA, as it does, has issued guidelines regarding greenwashing. Unlikely though it sounds, following a decision against the funeral sector, they have published three points which apply to much of email marketing.

The first is that absolute claims of being green or eco-friendly, whatever that means, which is the point I suppose, requires us to have a robust level of supporting evidence. There was no direct claim of low or no environmental impact. However, the general description was enough to condemn a coffin manufacturer. ‘Greener’ or ‘friendlier to the environment’ may have been acceptable, they suggested, although a bit late.

Secondly, advertisers should consider the full lifecycle of any product. A claim of ‘green’ must include everything about it, although if there is a modifier, such as, in this specific case, when it is incinerated, it could make a significant difference, although, as always, you will need evidence to support such claims.

The last on the list is, I think, a little on the harsh side, and many in email marketing might agree. A claim of ‘100% recycled cardboard’ was in breach of advertising codes as the advertiser was unable to support whether necessary additions, such as glue, and the outer layer, were recycled. It goes to show that, from the point of view of the ASA, claims require all details to be taken into consideration. The ASA promised a strong stance regarding greenwashing claims, and they have certainly delivered.

Claims regarding greenwashing are a danger area in email marketing. The public is on guard, and there is willingness to complain to the ASA for anything viewed as a breach of the codes. The report stated that suggesting the product is ‘greener than most comparable products in this price range’ is more open to proof. If you have evidence to support it, go for it.