It used expressions such as “towards a cleaner world” and “clean energy and recycling” without providing any evidence to support the claims or any details about Fortum’s operating principles and climate actions. The main message and environmentally friendly impression of the advertisement was thus vague and general, stated KKV.
“The advertising claim is a vague promise of a better future that leaves a positive impression but does not provide consumers with real information to support environmentally friendly choices.” said Väänänen.
KKV reminded in its press release on Wednesday that presenting incorrect or misleading information in marketing is prohibited. It emphasizes that the rule also applies to environmental claims, which must be clear, precise and understandable and must be substantiated.
Environmental marketing principles have been drawn up by both KKV and the European Commission.
Fortum is committed to complying with the ombudsman’s demands that generalized claims and images do not create the impression of environmental friendliness without clearly defining in the same context what concrete factors the impression is based on. The company also committed not to use future-oriented claims about the environmental impact of its operations in its marketing, which it cannot justify during the campaign.
The marketing campaign containing the misleading ad has already ended and the ad has also been removed from Fortum’s website.
Aleksi Teivainen – HT
Source: The Nordic Page