The study conducted by the Advertising Standards Authority (ASA) emphasizes the influence of environmentally focused language and imagery in food and drink advertisements on consumer perception. Consumers are motivated by the use of words like "natural" and "plant-based" as well as imagery of fresh produce in advertisements, leading them to believe that products are eco-friendly.
### Key Findings:
1. Eco-Friendly 'Halo-Effect': Words like "natural" and "plant-based" and imagery of fresh produce can create an eco-friendly perception of a product, even if the ad does not contain specific environmental claims.
2. Consumer Trust and Skepticism: While most consumers take broad green claims at face value, a minority (including environmentally-engaged individuals, those who distrust large corporations, and vegans and vegetarians) question these claims.
3. Compliance and Regulation: Consumers incorrectly assume that advertising is highly regulated, particularly regarding terms like "vegan." However, advertisers are "broadly getting it right" in promoting their environmental credentials.
4. Consumer Priorities: While climate change is a major concern for the public, most consumers prioritize nutritional value and health over potential environmental impact when making purchasing decisions.
5. Regenerative Farming: The study notes the increasing use of the term "regenerative farming" in adverts and suggests more research is needed to understand the term and how the public perceives it.
### Actions and Implications:
- ASA's Ongoing Efforts: The ASA plans to engage with industry and partners to explore key issues from the research and take action on any problematic ads it finds through its monitoring and complaint procedures.
- Advertising Carbon Emissions: AdGreen's report found that advertising in the UK emitted significant CO2 equivalent in 2023, with air travel as the leading cause of emissions. The report suggests a need for more sustainable production practices in advertising.
- Opportunities for Positive Change: The Advertising Association's chief executive notes that advertising has the power to drive positive change and play a role in the global response to the climate crisis.
The study and subsequent findings highlight the importance of responsible advertising practices that accurately represent products' environmental impact while providing clear, truthful information to consumers.
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