Last week’s Guardian article ‘ASA to ban ads making unproved eco claims’ is an important step in the effort to stop industry greenwashing. Adverts that claim products are carbon neutral using offsets are to be banned unless companies can prove they really work. There will be a stricter enforcement over the use of terms such as ‘carbon neutral’, ‘net zero’ and ‘nature positive’.

For some time, I have been concerned with the credibility of carbon off-set programmes as well as companies using it to mask a lack of climate action.

The analysis ‘Greenwashing era is over’ whilst encouraging, hit home why the advertising industry and clients will continue to fall foul of regulators and consumers. A key paragraph stated, ‘Creative teams at agencies are having to work closely with their lawyers when advising clients on their climate claims.’ It’s common practice for agencies operating in heavily regulated markets to check claims. However, leaving it to the creative brief, teams and lawyers to address the most complex brief of all will not stop the greenwashing.

A number of years ago, I worked on the communications launch of The Climate Group (TCG) with Tony Blair and a bunch of very bright people who understood the science behind climate change. TCG was born to collaborate with business on climate action and help companies transition to greener technologies. After a successful launch I was invited to be a Trustee (certainly not for my scientific brain but to advise on communication). At the time, I was passionate to get member companies to communicate their green credentials. However, most weren’t ready. Members knew that climate action and a path to net zero meant a change to manufacturing, distribution, sales and marketing. And, a commitment to reduce, re-use, recycle and off-set. A need to get their house in order before involving an agency or writing a brief.

Why are we now seeing a proliferation of greenwashing headlines, regulation and PR disasters? Are companies insincere on climate action? Are the easier steps all that can be taken? Has the unregulated off-setting industry given business an easy way out? Have marketers and agencies jumped to service the rise of the climate conscious consumer without valid product claims? Is it blind passion to do the right thing without knowledge?

I’m afraid there will always be people and companies who don’t wish to do the right thing. For them we have regulation and Greenpeace.

For everyone else, there is a path to avoid costly mistakes. Firstly, climate action must come from the top down. The commitment is companywide and, has to have a C-suite who want to create change. Secondly, the climate brief is bigger than any marketing department or agency can address. My advice is to make organisations like The Climate Group and NGO’s part of the fabric of the company. I am not saying this as an Ex -Trustee. I am saying it as a communication strategist who had their eyes opened to the complex nature of moving to net zero emissions. I have seen the scientists convince, challenge, and help companies to make commitments and turn them in to action. To bring industry leaders to the table and show companies the way.

No person or company is perfect. Climate action is a journey and one that needs more hands and commitment than any advertiser or agency has ever had to answer. Greater rigour will bring better results for clients, agencies, consumers, and the planet.

And that, has to be the best brief of all.