Or... not. ISBA issues guidelines to aid green ad claims
Another for the ToRoRAVA (talk or research or report always vs. action) Files.
Actually, I think Chris' 5 points about covers things, but I'm sure 'a wide-ranging set of guidelines on environmental claims written by a working group' will go on to clarify the issue greatly.
However, in light of how those from other bodies such as the ASA get treated, one wonders what, exactly, the difference will be.
Sadly it is only money that matters. Even more sadly, it seems the rewards go to those who make it short term (and move on quickly on the perceived kudos), irrespective to the eventual costs, to brand, profits... or planet.
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