Food and drink ads using words such as ‘natural’ and green imagery benefit from an eco-friendly ‘halo effect’ in the minds of consumers, according to the latest research from the Advertising Standards Authority [ASA].
As part of the regulator’s Climate Change and Environment Policy, it examined how the public understand green claims in food and drink adverts, as well as delving into their own buying habits.
The research revealed that ads which used ‘green’ imagery – including fresh produce or green colours, as well as terms like ‘natural’ or ‘plant-based’ – was a powerful motivator in making people believe that a product was eco-friendly, even if the advert did not make such claims expressly.
“This research provides us with a greater insight of how the British public understand green claims in ads for food and drink, as well as how they’re making purchasing decisions,” said compliance executive Nicky Baker.
“So far, we’re pleased to say that advertisers are broadly getting it right in this sector. Our job is to make sure that remains the case, and to ensure that businesses have all the tools and guidance they need to make sure their ads aren’t misleading.”
Baker said the ASA was committed to tackling problem ads that make misleading or inaccurate green claims.
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The research also found that people tend to take broad green claims at face value, with only a minority questioning them, including the more environmentally-engaged, business sceptics and vegans.
Moreover, while climate change is a key concern for the public, most people are making their food purchasing choices based around nutritional value and health, rather than environmental impact.
Following the findings, the ASA will meet with its partners including the CMA, Defra and the Institute for Grocery Distribution (IGD) to gather information, provide guidance and publish insight articles to help advertisers get it right.
“Commissioning research projects like these, using our AI-powered Active Ad Monitoring system to analyse thousands of ads making green cleans, and working closely with our regulator partners means we can ensure we’re a proactive, effective engineer,” added Baker.
The research comes after the ASA called for greater transparency on green disposal and recycling claims around packaging, will work with advertisers to help them adapt to new recycling regulations.
