Tuesday 25 March 2008

British marketers form group to work on green credentials

Major brands are working together to address green issues within their marketing, the Incorporated Society Of British Advertisers (ISBA) has announced today (March 25th).

A new "high level" working group, with members including COI, Unilever, British Gas, BP, Marks and Spencer, Diageo, Virgin and Lastminute.com, are looking into various environmental questions facing the sector.

According to ISBA, marketers need to integrate sustainability into both their marketing communications strategy and their procurement of marketing services. The first meeting of the group was held in October last year.

Ian Twinn, ISBA's director of public affairs, said: "ISBA established this new group because it is our firm belief that going green is no longer an option for marketers - it is an imperative.

"Advertisers who have taken steps to make their company or products greener naturally want to share this good news with consumers. But failure to think through and implement coherent sustainability strategies will put companies at a competitive disadvantage and invite unwelcome regulatory attention."

Earlier this month, an ad campaign by Cotton Council International, trading as Cotton USA, was banned by the Advertising Standards Authority for making misleading claims that suggested that the material was an environmentally-friendly product.

Category: Marketing campaigns

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