Greenwashing And Email Marketing

The Direct Marketing Association (DMA) has issued a new code of practice that includes

the subject of greenwashing, the word being sourced from whitewash or hogwash depending on whom you believe. It has considerable implications for those engaged in email marketing.

The DMA Code is not statutory and only members of the association need comply. The Direct Marketing Commission enforces the code. It took effect on 1 September.

Greenwashing is defined as: The use of data hygiene, making environmental claims in marketing materials, sourcing sustainable paper, certification in environmental standards such as PAS 2020, adhering to corporate environmental policy and using recycling messages on printed materials.

It demands that 'a high level of substantiation' for claims is required and that they must be based on 'the full life cycle of the advertised product, unless the marketing communication states otherwise'.

Greenwashing is more than just spin, added to convince those on your email lists that you are not the destroyer of worlds. For email marketing it includes:

A lie

If you include information or a statistic you know is false or do not believe to be true then it is, quite patently, against the code.

A guess

You need some form of proof. Belief on its own is not enough.

Nonsensical jargon

If the word would not be clear to the general public then it should not be used without an explanation.

Nonsensical words

Phrases such as eco-friendly mean nothing without explanation and proof.

Best of the worst

Claiming to be a fraction better than a major polluter is, quite rightly, banned.

Emphasising one minor feature

The bosss bio-diesel Mercedes should not be emphasised if the company runs hundreds of polluting lorries. Claiming a heather product is eco-friendly whilst denuding vast tracts of land to source it is similarly banned.

Pretty pictures

An open cast mining company should not include images of rolling meadows.

Research has shown that only 10% of the public believe claims of environmental worth. By conforming to the DMA Code, and emphasising the fact, those on email lists will be able to have some faith in what they read.

by: Breanna Cameron

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