Code of Ethics in Advertising extended
1 MARCH 2023, 10:00 a.m., ONLINE
with new provisions on
from PAP – Press Center Fake environmental marketing, or greenwashing, is increasingly present in advertising messages. The message for us is to start looking at greenwashing in terms of purposeful dangerous marketing manipulation affecting the minds and consciousness of consumers in the communications space. How do we distinguish in marketing between pretending to be green for profit and truly caring about the environment? How do we recognise greenwashing? How do we recognise the increasingly elaborate hoaxes and cover-ups? Market theory and practice are offering us more and more effective methods of verification, using psychological, sociological, medical, statistical, econometric tools, and, finally, the tools of exact sciences and earth sciences.
Greenwashing advertising is increasingly common in the advertising market. The message for us is to start looking at greenwashing in terms of purposeful dangerous marketing manipulation affecting the minds and consciousness of consumers in the communications space.
Greenwashing is one of the current and pressing problems of modern advertising. There are plenty of such messages in the communications space, and their senders influence the consciousness of the audience. The point is that advertising messages should make an impact honestly and fairly, using clear and verifiable criteria for qualifying and evaluating the message.
We have created the idea and programme of self-regulation as a formula for organising operations in a particular business area in a more friendly and acceptable way than administrative regulations. As early as 2021, taking into account the increasing number of greenwashing cases reported to us by advertising recipients, we started the Green Project. Professionals participating in the project developed further self-regulatory provisions of the Code of Ethics in Advertising. Broad advertising market representation was involved in the work – representatives of industry organisations and businesses, members of the Advertising Council, as well as external experts. The project was accepted by 37 member organisations and companies of the Advertising Council.