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'Green' advertising generates an increasingly sceptical response

Over the past year, marketers around the world have jumped onto the green bandwagon, International Herald Tribune reports. But the sheer volume of environmental advertising and the flimsiness of some 'green' claims show signs of generating an unintended effect. Instead of serving as a call to action or casting brands in a positive light, these ads are generating an increasingly skeptical response.

While advertising watchdog organisations say they are struggling to deal with the increased numbers of customer complaints and regulators are increasingly establishing rules and guidelines for 'green' ads, boggers and other Internet critics have already started to expose what they see as "greenwash" advertising. Read more (International Herald Tribune)

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10 July 2008