UK ad regulator publishes research on consumer understanding of green claims in the food industry

A new report by the UK advertising regulator, the ASA, on environmental claims in food advertising, highlights the importance of being specific, and of thinking through the implications of claims. While broad environmental statements are readily accepted, consumers increasingly want specifics and verifiable details to back them up. 

Additionally, terminology and visuals can create unintended associations – for example, the word "natural" or pictures of fresh produce could suggest eco-friendly practices without explicit claims being made. Interestingly, health and nutrition considerations are largely prioritised over environmental concerns as the primary drivers of food choices, with green claims resonating more for their perceived health benefits than their environmental impact. This challenges the usual assumption that environmental factors are a top priority for consumers. The ASA is taking action to address issues of vague and unsubstantiated environmental claims with stricter enforcement and new guidance materials, emphasising clear messaging for effective and compliant food advertising.

Return to News