After publishing my earlier post “Green Claims Guidance for Business”, it is interesting to see that the Guidance has been backed up with a real opportunity for the monitoring and enforcement of on-line Green Claims made on websites.
The Advertising Standards Agency ( ASA) took over the role on 1 March 2011 and will be responsible for the regulation of Green Claims made by businesses and have promised to “name and shame”.
Only time will tell whether this change will ensure that Green Claims conform to the Guidance and strengthen legitimate claims.