An interesting case study that will be of interest for the many companies marketing their eco-credentials: the UK’s Advertising Standards Authority has upheld complaints about adverts that claimed flying with Finnair is “eco-smart”. Of particular concern is that the ASA said that companies should not make an absolute claim – choosing Finnair is “eco-smart” – when flying does have a detrimental effect on the environment. I can see companies in our industry running into similar problems if they are not careful – e.g. “the green power supply for data centres”.

Osbourne Clark’s Marketing Law website has an excellent in-depth discussion of the Finnair case.