ASA to crackdown on unqualified net zero claims

LONDON – The UK’s Advertising Standards Authority (ASA) says it plans to crackdown on misleading claims around the use of terms such as carbon neutral and net zero in advertising. The ASA says some companies are making claims, “which are entirely unqualified and do not explain the basis on which they are being achieved.” It added that, “unqualified claims are likely to breach existing rules, and the ASA will be taking proactive action immediately to address such claims.”