Is Green the new Healthy?

898_shell-ad-greenwashingHealthy was the “hot appeal” of the last decade: Pretty much everything was sold as being healthy. With more restrictions on what can be called “healthy” it seems advertisers are switching to “green” as the must-have attribute – at least if defra is to be believed. defra now issued guidance as to what is really green – and should be labeled as such. However, comparing around 500 television adverts collected in 2000 and 2010, only around 1.6% made overt “natural/in harmony with nature/in harmony with nature” claims in 2010. Only a small rise from 1.1% in 2000. The UK is also far behind Germany, where more than 6.5% of television adverts made “natural” claims. The question is – will issuing guidance curb the trend? And will it prevent misuse of the claims?
If we look at the trends regarding health-claims, they have actually increased: From 2.7% in 2000 to 3.3% in 2010. Of course, comparing the percentage of claims does say nothing about the truthfulness of these claims. But it would seem interesting if the amount of “healthy products” advertised really increased – or if the way the claims are made has just become more sophisticated.

What do you think? Is green the new healthy? Will we be sold everything as green and healthy soon?

You may also like...