Ad Standards finds coffee cup wholesaler made misleading environmental claims
The Ad Standards Industry Jury has found – following a complaint from competitor BioPak – Pinnacle International Wholesalers’ (Pinnacle) claims that its disposable coffee cups were plastic-free, fully recyclable and compostable were in breach of the Australian Association of National Advertisers (AANA) Code of Ethics.
An article published on Ad Standards’ website stated: “The case serves as an important reminder to advertisers they must hold sound documentary evidence to support claims consumers are likely to regard as objective and are capable of objective substantiation, before publishing their advertising or marketing communication.”
Environmental claims made by advertisements have been a topic of discussion, with the AANA flagging a consultations of the AANA Environmental Claims Code sometime this year.
