Inga (France, Facebook post and video)

France’s regulator noted that the disputed advertisements for a reusable paper towel included the claims "zero waste", "really good for the planet" and "you do the planet good".

However, while reusable, the paper towel promoted necessarily degrades with use and is destined, in the long term, to be thrown away in household waste. Moreover, the production, distribution and disposal of such a product necessarily have adverse impacts on the environment, so that it cannot be described as "good for the planet".

It ruled that such messages were likely to mislead the public as to the reality of the ecological impact of the products promoted, regardless of the fact that a tree is planted with each purchase.

Complaint upheld

Read the full ruling here.

The Global Guidance on Evironmental Claims offers marketers a selection of case studies that ilustrate the contents of the guidance with real life examples. See full list here.