Oct 26, 2023 at 3:47 p.m
Tata Steel cannot claim that emissions of carcinogenic suit materials have been halved between 2019 and 2022. That claim is not demonstrably correct, because not all possible sources have been investigated, says the Advertising Code Committee.
The body ruled on Thursday in a case brought by Greenpeace. The environmental organization objected to the claim on Tata Steel’s website and in several of the company’s advertisements.
Tata Steel refers to a report from consultancy firm TAUW, which shows, based on measurements at a number of factories, that halving emissions is “plausible”. But the report also states that it has not been assessed whether all significant emission sources have been investigated. According to Greenpeace, that was not the case.
Therefore, “it cannot be ruled out” that emissions have actually fallen less than Tata Steel claims, the Advertising Code Committee concludes. As a result, the claim is contrary to the Code for Sustainability Advertising, which stipulates that all sustainability claims must be demonstrably correct.
‘Change website immediately’
“Even with expensive advertising campaigns, Tata Steel cannot disguise the fact that their outdated installations are making people sick. We assume that Tata Steel will immediately adjust the website.” says Andy Palmen, the director of Greenpeace.
Tata Steel can appeal the ruling. It is not yet clear whether the company will do so.
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