ASA bans carbon-neutral ads for misleading offset claims

The Advertising Standards Authority banned ads from Who Gives A Crap, ProCook, Grind, and one other retailer for making carbon-neutral delivery claims without disclosing the role of carbon offsetting. This matters because it exposes a widespread tactic: companies state carbon neutrality as fact without explaining they've purchased offsets to reach that figure – a material distinction most consumers don't grasp. The ASA found the ads breached consumer protection rules by omitting how the claims were achieved. Carbon offsets remain controversial. They allow companies to claim neutrality without reducing emissions at source; many offset projects face credibility questions around additionality and permanence. The regulator's decision signals that vague carbon claims no longer pass muster in UK advertising. Companies must now either eliminate the offsetting language entirely, specify offset reliance upfront, or demonstrate genuine emissions reduction in their supply chains. This sets a precedent for how retailers communicate climate performance – no more greenwashing by implication. The question now: will other regulators, particularly in the EU under CSRD rules, follow with similar enforcement? And will this force retailers to invest in actual logistics decarbonisation rather than offset purchases?

Who Gives A Crap, ProCook and Grind have ads banned for misleading carbon-neutral delivery claims

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