| The Direct Marketing Association (DMA) has | | | | • A guess |
| issued a new code of practice that includes the | | | | You need some form of proof. Belief on its own |
| subject of greenwashing, the word being sourced | | | | is not enough. |
| from whitewash or hogwash depending on whom | | | | • Nonsensical jargon |
| you believe. It has considerable implications for | | | | If the word would not be clear to the general |
| those engaged in email marketing. | | | | public then it should not be used without an |
| The DMA Code is not statutory and only | | | | explanation. |
| members of the association need comply. The | | | | • Nonsensical words |
| Direct Marketing Commission enforces the code. | | | | Phrases such as eco-friendly mean nothing |
| It took effect on 1 September. | | | | without explanation and proof. |
| Greenwashing is defined as: "The use of data | | | | • Best of the worst |
| hygiene, making environmental claims in marketing | | | | Claiming to be a fraction better than a major |
| materials, sourcing sustainable paper, certification | | | | polluter is, quite rightly, banned. |
| in environmental standards such as PAS 2020, | | | | • Emphasising one minor feature |
| adhering to corporate environmental policy and | | | | The boss's bio-diesel Mercedes should not be |
| using recycling messages on printed materials." | | | | emphasised if the company runs hundreds of |
| It demands that 'a high level of substantiation' for | | | | polluting lorries. Claiming a heather product is |
| claims is required and that they must be based on | | | | eco-friendly whilst denuding vast tracts of land to |
| 'the full life cycle of the advertised product, unless | | | | source it is similarly banned. |
| the marketing communication states otherwise'. | | | | • Pretty pictures |
| Greenwashing is more than just spin, added to | | | | An open cast mining company should not include |
| convince those on your email lists that you are | | | | images of rolling meadows. |
| not the destroyer of worlds. For email marketing | | | | Research has shown that only 10% of the public |
| it includes: | | | | believe claims of environmental worth. By |
| • A lie | | | | conforming to the DMA Code, and emphasising |
| If you include information or a statistic you know | | | | the fact, those on email lists will be able to have |
| is false or do not believe to be true then it is, | | | | some faith in what they read. |
| quite patently, against the code. | | | | |