Lecture Notes: Greenwashing Examples (2024 & 2025)

Introduction to Greenwashing

• Definition: Greenwashing is the practice of making brands appear more sustainable than they are.
  • Involves marketing ploys, PR stunts, or changing packaging materials without changing unsustainable practices.
• Purpose: To increase profit margins by attracting eco-conscious consumers.

Notable Greenwashing Examples

1. McDonald's Paper Straws (2019)

• Introduced non-recyclable paper straws, misleading consumers about addressing plastic pollution.

2. Coca-Cola Life

• Marketed as a healthier option but still contained high sugar levels.

Recent Greenwashing Cases

1. Innocent Drinks (2022)

• Type: Insincere TV adverts
• Called out by: Plastic Rebellion
• Location: UK
• Used TV ads promoting recycling while using single-use plastics.
• ASA banned the ads.

2. Keurig (2022)

• Type: Misleading recycling claims
• Called out by: The Competition Bureau
• Location: Canada
• Misled consumers about recyclability of coffee pods.
• Resulted in a $3 million fine.

3. IKEA (2020)

• Type: Accredited illegal logging
• Called out by: Earthsight
• Location: EU/Ukraine
• Used illegally sourced wood despite FSC certification.

4. Windex (2019-2020)

• Type: Misleading plastic packaging claims
• Called out by: Packaging 360, Owen Rosenberg
• Location: USA
• Claimed bottles made from 100% ocean plastic, but used ocean-bound plastic.

5. H&M (2021)

• Type: Insincere sustainable fashion claims
• Called out by: Changing Markets Foundation
• Location: EU
• Found 96% of sustainability claims misleading.

6. Hefty Recycling Bags (2021)

• Type: False product representation
• Called out by: Lisabeth Hanscom
• Location: USA
• Bags not recyclable, contaminate waste streams.

7. Ryanair (2020)

• Type: False low-emissions claims
• Called out by: Advertising Standards Authority
• Location: UK
• Made false claims about emissions, ads were banned.

8. Luton Airport (2024)

• Type: Airport expansion deception
• Called out by: Adfree Cities, ASA
• Location: UK
• Omitted flight emissions in environmental claims.

9. Quorn Foods (2020)

• Type: Unverifiable carbon footprint claims
• Called out by: ASA
• Location: UK
• Misleading claims on carbon footprint.

10. Shell (2020 & 2023)

• Type: Gaslighting and misleading ads
• Called out by: Public backlash, Adfree Cities
• Location: Worldwide/UK
• Misleading social media campaigns and ads about clean energy.

11. Unilever (2022)

• Type: Unclear environmental claims
• Called out by: ASA
• Location: UK
• Banned ads for unsubstantiated eco-friendly claims.

12. HSBC (2022)

• Type: Misleading climate ads
• Called out by: ASA
• Location: UK
• Ads promoted climate-friendly initiatives but omitted fossil fuel investments.

13. Delta Airlines (2023)

• Type: False carbon-neutrality claims
• Called out by: Consumer lawsuit
• Location: USA
• Misleading carbon-neutral airline claims.

14. Active Super (2023-2024)

• Type: Misrepresented ESG investments
• Called out by: ASIC
• Location: Australia
• Held investments contrary to sustainability claims.

15. Anglian Water (2023)

• Type: Concealing pollution record
• Called out by: ASA
• Location: UK
• Misleading ads about environmental impact.

16. Danish Crown (2021-2024)

• Type: Misleading climate claim
• Called out by: Vegetarian Society of Denmark
• Location: Denmark
• Misleading claims about climate-friendly pork.

17. TotalEnergies (2024)

• Type: Deceptive social media competition
• Called out by: Fossil Free South Africa, South Africa ARB
• Location: South Africa
• Misleading hashtag campaign.

Conclusion

• Greenwashing remains prevalent.
• Awareness and stricter regulations are essential.
• Consumers should remain informed to make sustainable choices.