Oatly, Innocent, Alpro and Pepsi Lipton have all had their knuckles rapped by the Advertising Standards Authority (ASA) in the past year for sustainability claims in their promotional campaigns.
Complaints ranged from the company declaring that its product has fewer carbon emissions than the dairy equivalent (Oatly), to making broad statements about it being better for the planet (Innocent and Alpro), to not specifying which parts of its packaging were 100% recycled (Pepsi Lipton).
Consumers took issue with all four brands for the validity and clarity of the information in their advertisements – which were shared collectively via press, social media, TV and on billboards – and brought their concerns to the watchdog. The complaints were upheld, with the consistent ruling that the companies were just not specific enough about their claims.