Not the first, and certainly not the last

Here's another in the long line of consumer adverts (19 so far this year) that has been found to have breached the ASA's environmental code as reported by the Guardian.

Boeing used figures that assumed that their new super jumbo (the 747-8 Intercontinental) was flying at 100% capacity, the UK rules state that CO2 emissions for aircraft should be calculated using the figure of a standard 79.7% capacity.

At the rate that adverts eulogising most businesses 'green' products are starting to appear, I reckon the ASA is going to become rather busy over the next couple of years.
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There's also a nice little commentary by Leo Hickman on the same subject in yesterday's Guardian Blogs.