Activists accuse drinks agency Harmless of ‘greenwashing’ with advert | Plastics

Harmless drinks have been accused of “greenwashing” by plastic air pollution campaigners after releasing an advert that claims shopping for their smoothies can assist save the atmosphere.

Activists, who not too long ago occupied the corporate’s headquarters, have lodged a criticism with the Promoting Requirements Authority (ASA) about claims made in an advert entitled Little Drinks, Huge Goals. The ASA is presently reviewing the proof submitted by the activists and Harmless, and is anticipated to make a ruling imminently.

The TV advert tells the story of a person and and his aquatic sidekick, Otter, as their boat is hijacked by revellers celebrating and making a large number as they method a big waterfall. They sing about “messing up the planet” till they discover themselves in peril, hanging off the sting of a cliff. They then row again to security, clear up the garbage, and begin turning apples on a tree into Harmless smoothies, which all of them devour as they “repair up the planet”.

The model, which is understood for its “wackaging”, has been making an effort to spice up its local weather credentials amongst shoppers.

Kirsty Hunter, Harmless’s advertising and marketing director, mentioned when the advert launched that the corporate hoped the message would flip shoppers into “recycling activists”, however campaigners have argued it’s deceptive to counsel that buying single-use plastic can save the planet.

Douglas Lamont, the corporate’s chief government, mentioned on the time: “The launch of Little Drinks, Huge Goals is a vital second for us. It offers us a platform to speak concerning the many unbelievable initiatives inside the firm – from carbon discount to recycling, sustainable farming and serving to folks and communities – sharing info and what we’ve discovered alongside the best way and hopefully inspiring others.”

Matt Palmer of the direct motion group Plastics Insurrection mentioned: “Greenwashing is harmful – within the case of Harmless it’s one factor to cover your ecocidal practices, that’s unhealthy sufficient, however to go to the subsequent stage and faux you’re ‘fixing up the planet’ is way worse. It implies that folks will willingly – and unwittingly – decide in to help your mission within the perception that they’re doing good for the planet.”

Plastics Insurrection identified that Harmless was owned by Coca-Cola, which has continuously been accused of making air pollution, and was not too long ago discovered to be the model most littered on British seashores. The group additionally claimed Harmless created 32,000 plastic bottles an hour, and mentioned plastic bottles had been chargeable for a considerable amount of marine air pollution.

The group additionally mentioned that by repeating the mantra “scale back, reuse, recycle”, Harmless was responsible of “trivialising the plastic disaster”, including: “Recycling solely occurs 9% of the time [and] a lot plastic waste continues to be landfilled.” Plastics Insurrection has requested that Harmless be banned from making adverts the group described as “greenwashing” sooner or later.

Harmless has been contacted for remark.