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Environment

Global success for anti-greenwash campaign

At its annual meeting of country managers, Two Sides reported global success of its anti-greenwash campaign which challenges false or unsubstantiated claims about paper.

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The anti-greenwash campaign has been pivotal work for Two Sides in changing attitudes towards paper

A total of 921 organisations have been investigated worldwide and found to be using claims in its messaging that suggests that printing and use of paper is bad for the environment. Of these, 335 organisations have changed or removed their messaging completely. Many of these were found to be in breach of local advertising regulations.

“We are thrilled to be able to report the latest global anti-greenwash results. The Anti-Greenwash campaign is such an important initiative because without Two Sides’ intervention there would be no other body holding these organisations to account,” says Two Sides’ country managers in a joint statement.

“But despite the success of the campaign, as well as clear rules on unsubstantiated environmental claims, greenwash tactics are still commonplace. Every day, new claims are brought to the attention of Two Sides, ranging from seemingly-harmless ‘think before you print’ email signatures, to the world’s biggest banks telling tens-of-millions of their customers that paper is bad for the environment.”

Two Sides asks all services providers to take a fair and honest approach to their communications and ensure that consumers remain free to choose paper, without charge or difficulty

Many firms have encouraged customers to switch to electronic billing and correspondence to save paper and move further towards digital communications. A survey commissioned by Two Sides found that 62 percent of consumers believed incentives offered by companies to move to digital communications actually works to reduce costs for the sender, rather than for environmental benefits.

Two Sides' country managers add: “Two Sides, of course, recognises there is a place for digital communication in today’s ever-online world, but we must not force change as a blanket policy on all consumers, particularly under the guise of misleading and unsubstantiated environmental claims.

“Two Sides asks all services providers to take a fair and honest approach to their communications and ensure that consumers remain free to choose paper, without charge or difficulty.”

Have you seen some of these greenwash messages recently? Email summer@linkpublishing.co.uk or reach out on Twitter to have your say.


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