Miljömässigt vilseledande reklam, greenwashing, är en växande utmaning för företag världen över. Guy Parker, vd för Storbritanniens reklammyndighet, Advertising Standards Authority, delar i den brittiska nyhetstjänsten Edie med sig av sina viktigaste råd för att företag ska undvika greenwashing i sin marknadsföring.
Experten: 6 tips för att undvika greenwashing
Kommunikation Greenwashing är en växande utmaning för företagen. Här kommer sex tips från en brittisk expert för hur du undviker vilseledande hållbarhetsbudskap i din marknadskommunikation.

Illustration: Adobe Stock
Någonting är fel
Du är inloggad som prenumerant hos förlaget Pauser Media, men nånting är fel. På din profilsida ser du vilka av våra produkter som du har tillgång till. Skulle uppgifterna inte stämma på din profilsida – vänligen kontakta vår kundtjänst.
Miljö & Utveckling premium
Läs vidare – starta din prenumeration
- Magasinet Miljö & Utveckling - 6 nummer per år
- Full tillgång till allt digitalt material
Redan prenumerant? Logga in och läs vidare.
1. Undvik vaga och absoluta miljöpåståenden
TOT0wOZI9pH1x5mxrF5Egak5DTMtUl/BgKB3HgMaQy+eCqkDBlqyq36dw3k7xGOPz5P66VRev/pTfbb1616oL9Z+1xqaK6wEffN3PUxSq5iR35UsOo2DPsbfq7qI5TgExoGTXtT8qxQbZ0pFLzaQfb53KAYg13WT6rtxJ86Cy0bBZsuy5mE3CPTkxqJRu0Gg63+pPH/vaAtf33amfxkQYZDVmnmmRiZDhLEmevp6r5yl2Ti0EfeLJ8gT+imqFTSdPKBHBzrWdZVQjIv+MKC4mhhle+oWX7n+M6wtI28IVzjRsAsoScxlucxphaBdhzxifM95PEB8cCDaY4Qr/6oeBrIiwVn1qNSS8fAGiRl3d0Bl5HIW9Do2o8SMmdfzw1my8JutU+N+1jURb0QyMTUlZE4FyHxUrQnF5XjfdASvWEQ7gDIeTkXtuktUr0OiHjFlaSasX+34kiRXVZTjhkO1j94i8JXBNtd0SdnVSUvGpwWrpr+smGmk6hrL9nOSg84ZYHwOy9Iytfk9amqFHt7dwbBAnBU1e/pBETUUZUW+4PkEJtWJqPwNQlfhbv+HZPCK9yB+k6oX3mlKpMtgorQknkQU5eyGI16MZwCR1BURWBW2zMOtI95XL0iqbYAEHk0u04lX03TTsfXLfs5kLVr4T9OlGxLyQj5p/Zw+YH4xPg7IbvvjzEbXJ44V6GzOrIXyfCmOmVHbJg+iYAxx50YoZedmw6gfeQPiYHWfT2ePcBWT/dX0VcR5V2mC0xDxxgfpDfRKLUJxv92pO84/91FgNrJuVHUEcOfnarNM87MnfxKeCq2T7g9G8RRhgdgC/2SBn/DjE2gipIv3SqnlzkwstmEQS719UVJzOJl1R3ag05Dbt7rScXE0zLBrN0XhFaYVzulXEVb0VkifZM598PMde0tGbUXxDx95e1ocqSrINa4N3Ln802iTJACAB3Q3QoKIxEgqShwqhPvYGdMzawIRSXJBckFEIv/cNJ+S6DoMGbnLbSWjXP9zXPxt4hQ20fqvmluQiu59A5VMUbfihHQnAMoEt3sKH2iqKSLlHZKJzFO2UVo/Q3SvCVOfIuq/wxfwDMv1XuG4Wd9LhwL+Lq8qCgiL3s38oNBfvdS+Nuf0q1YDOoLg2+fPANgkaPbHFYexUhx5nlTaOfhfMpenZ7r3/5ymUFWLMhLkL4ENwNHKPAW6nsHEPgDVwIdbu0+LvcnhIGXmgFdpiw8eMs2wE3XR28xJOkXQfn56mzZXGoHWObesdz61WB/PSZkSVWqakMxUGegyBuciJdWa6wXSja4Plr/zzha1x3lZkIqKS/7IkGW+Qvl35UtTVtMzSzeJoP/egMU6GVGWsaf4aC6CwZ26i13GgZGQ9T+qkEjFz9+lFsPEFBktJLaIDRDlowhnPgie1AT9Dsq6DiCZqwBNSzlZkWIFCKoiVq8+8K+xfMRnHPueIY6eQIi4jgTCor1em0w39wUmS1V3VSPSXkWXg/gO3iEssHfZPDhquzRmQmCjqiKna/jpW6K2hpPG0Fwao5/MijFRkv0uAvdsKurNCPPcpCFU7m9n71bijJvVgoVH/YCCAT+2ouTj/dsCeZFDwOEfaRYLHx82LZgliEHOu/BCqQiRfCOi7D1tMuQ8ZQ31WzbBqj2Gx2SVDCSio8VEwJ5nOHJn88UOrIDbcSA8XlIoLyFfGHGBCuwyXJWIa+XLJVJT219PGB1f4eIOx88Z9a6Odk6ed+BktzwP5rhqDCkRRh3fHICfjVKO+EqdjvR9KTUbAYvSyGpgDzJff0GqvpD5QVfPRVSy1mtF46tUbNy0NVDpckJ+A+c8vaDFrPo+Gg1YyNUMTapntYcrR0wz65byOLOBXrtqqkdlA9hPcMHDTt9aqZ/wL70FVD8NlQt+amVjBLkJ1mmEbtn1y34UGok7maPuc+7LzLFKVBebq+e2j4LnW8HXGEyHh7HtdKbZq0NTC8OSSpcEd88irUooUi4OjLkfvZx/XgIu/ZtJEAORHUwUcoII2e1Awp8TFJppYa3UwyYJppwk9Nc1PEG8tidZ8QPLFaFrxLnm9HMEGrU4ANaz8xm0h23RzNjug0KRZtIdfOKYa5jyqW+ZVuPwJJWxEvk/yvjEhCSl6KnLjOhX8LaI0aHgVy2oFGy2tMH+2VTB3KM4vEHN89t2SCJNTY/caClou39Cvivy0vP3Qacok2IVxRt1VvoHaztko5vM2vYSkWlXWbrUbtsbJZmUk+sgfCV0O/ru7Fo8fB4Q5i1FHnlkBkal2YrGn7wFmQIqGGf6CjTeFnEeuGHAK/uMfSrAkbgYuK0xNAVeucHpbf33t+tnSs0O4lN66NzcxpSvsPmrA6jdoJ2tb/8Bdp1rhnh/uNAwuACCKVhdUGmUitZECkbV9l9hgC+/Rcy2rzmaWF3GwGL83jGYMdqrpqJoRSJLjQhewpZhu472V8458dWqF+cRTy8I9th4BOQKKoWvAU8dlHL9hIdqYe28yb15AZfiI8wdLr59Jky7/CWEdY8CGYOEeSDQwfi4nbuVyv3nhvfwD32SS/qjcm1PU2DC7Db96x5BCR3wfMogS5glpHuH26lxN7lhX3nvTMaXL9jglGEjP0jldpKRg3JRCF5yKyQ0C18R6MIJpIrHNOeLwmnM+ajRBPflGrS0nS7nnBuwGT3LItO8qHUpGV96QOQsioYXoPKyQ5PlizghjMcHXzWC6velG5lSbRkvvTpbyaCzGFx3hLBAAjD9pg3goEdKuGEoWBCiQBU7J+1uUo+VMkP5qei+xV7XJaZwcZ3c2BVrRe22W3tx9T2zkGDMBJR5MIjrSp7M1w0sO0wljWW2MOLA1J+65shriqRSN1Gby2SnHkr+j/Qn/vIbaz5HPbvMhQOKw1UwvTd3NYtbrikpipMh2/+JOOV9g8FlRnZQE+ACrxr+g5zWZ96XWr9mil+3GtggaydXtk8ANZYnc8emYbmqxguHzDkw3XHzFB8JNMcd9tK6X+OUgx+iYx4P+8jfv5IaxOq/AHPXM0HyBxhJMbYMrcA36NRzOxop5u7WUKv/Rjv02yTfOVW2wuOyujbp+LWoW3h8Kw9yT0U0AUZRUO3wqFXZE5Wc9WDKmCBcpNGOmjncnqrKQlwePUp/TgzbU44+ZrlauckOa7ekqJdMTrdkN9voldVm/leO9RaKJ+GGVdg03NWjGstN+tLO6JAdXBcxuhIabLo40vG/5+I93cCX6tP9giLMh33N1ss/eClEGdkxFX0gNVTpwJDe5P1Q44IjeygyEkR4tPjKEfJXF9gCQFGSHyRRUA9Rr6kyKcysNQCepqpkdhvF+zN5g8CUG8JIFnwscTvXG3+nBSq/YseAk11BjjO8GqOPklxKz6+E/8xcgPmdG2PQmsUdr4tP4R6xZjQ/mJhryhwc4+irapF5VEh6geibTR8xfwmmtaHX/gq/PM//GVvhSOIeICkbEnBC1sB4stNfU6e7nYlaB6a8CDUn2HP+Ou7jftvSmVI7D8rdaPj5jFOlTETg/UlPglaKd3ZoLjUsm2PvGHBThyfGMlzfwgoWUrGBGMtIO7jC7ZDwXf0h3PTzuk2/b21rRErI83Fiv4QIDfHa7z47hJxRsP4yz8DurmpFJoFMeBjFgvFOaSf6HrnvHjsIZfH5YRKouhyRupbRy1p313yNFCGxEqeacC/53+ZYnfhMTFr3A8vD1bB9aUqhdFtUkdKNL0klguFyqvRr9LHyrUKORZd78tvEKEsUWudqDyBb+O+uBjHazYv4R9lul+dnWbQDRpB0oIZTQlucVtXmxzTVCENY0rJZGOITlUgnnuCg7MN7SbzAOymT0mvDObkFbItYbvZTQiUpy4oPjAgzx+Ihfg9LzPqCYIXLWgoRu1xK3iqW2acycfQFgCIIR1S3CP8eLa9pREVWI7MXDVxNRJ5oNXTXPR2KeS+j3urpO0meKNkjbZA+4GQ7ibAjECmpi7sHQW9rm0ytMZ8l4itVboG/6Jr5zNK+a1otk+37Z7tYvGgagABxeN3jpRqwx27j65/vovJJK0i8q/wwvwNeiPwB+Hr5upjak2T34DiNGv5AkfweDux4tWexT2lnzzDeXFzpCMOUq/lDntmOGUdotuTbxc3FiifHMr2+lOLHytTnPBSgzDGxyWmzYveGkxGdKCITZWg1EDQ+Vxh4/TV0cJ9uY4iVBRBMK1DsPOYbu7XRgwDLEP72nr/rzowdCuBUkfXEzF/WPsGdl/oJWScfoBhnDtv6ey0FamHwD3zN3tgunwTYm3Fl8KpFC/tWQqiy3zZDptbylKGopQysN+8K6yAl8IB7kegV6V7co29mL6TuHFS9uH0NX3O5WgsERdg7jBNalTTep5tN0aDo/MN3P+598hxgcVwzZItGE++pG4bm9weOPscSLCEwrrcykSeGHVEMXd7lJIUS1ZLYfnVhGZFO8IgaC043CzWkYgi7IE+7hbyFkEcxAhGWYU2dR6lHcVK0/W37z+OBaSrp5Wckaga8IDEtJeoUjHd+QRB+8s4T6WV5JgDK79Dc2qH7Oco16EtLE6Tyza4Sv+CI8NWVUkaVnI51d+Ljbj8dQCXQuPNBZ5jc02UYD/FhpSQD0KHfMG7ZKRmb8DcbV9CEoxVcuXSLPcmrJxbHOOM+bsa7/0XURgIv86x/jwZ+POpJtLyzfOAt/hhKrlJ7OKZqIqP10Kz9PesOn8bEcqAiOVEkEvnegVSEjqpRoPCd8VoYiGfR6vSQCcvkvTGi2EiQtJETx53Vmg7HH2tkcSacsBa2tUlZDLATlvSMWYsll3wWqUqubVRpWVIRHK/eQdaUVcBtwgkz9zhF+JE3mtigmlkrQEHJrFEkzbrycqxMIUGDXU5t88jP2x5twllu/fHH0+JxTuOz0zeV2PNooBm9Gju2RJWVLUavzHCT/+E/A/Be8py908ozY63fZrQBtPbXXqauWSOg5BGm7rLAol9W8nPHaY8PQltHw1RbBgfnEW2dd/fQ6My6UiA9/xNam4G/s1OTpt1aaCA9bZhtjdKnNYezlashH3vJQwWYPH1jVlYLKGWlh6mwUEjj3e5veZjwz5w64sYj0ELhhhXpiIcP+jNHBQJzMx7q3EazN+Pem0WQhHMDQ1Mur+UdkScaIxM2eEIXUXxUBhxVkFAxjNcVCWoSDf7lp/m1yR1A5L3PHyrA/cxKzxkYY5+Xz8Vb6Iooz2D5kdbgffcE7+411bwRenWAkVjf/q4uwXI3ZmkEYstbX5NueP90V+I+6BLX75hb8MnoqvfULlWBiUuFpzGgHnw65r/41RfgSHMKTEqhdAXsdWqaquFcL4OJF+t3pF/VNiyBNAzr/xOYbzLwal39HgwvYtg+NrLjO9i2X7Wregnj5+lThetPcrvG2KIi7US3LkTILblV+iY1KwBb6FeiNlBov5nNk1PERSHlUImZI0+9E3dYxhpGmxTQDhDpmVaP8Sq4Jx8j0A5pg62OBEU/Ul03JDMC2iskbvAfiAQw2HUwXsqvFmx9v4iN+6SeXC/rgoCQeUUw384Va8MY8ObgOg+mGxF/gsN3NfR2ASUMo3eJjZLPEOd0/0ZXX6sSx3p2S6XqG5D4mSoGPISBjBpbElHDdsP9TvbGIl7vBkD6b10wqAFaVhACgq5ITOS1DxQ+tFAL31N0sMqf1QMf7LFEx5tFRw0UoMHTuw2sGskYB1L+4gUXvOhg5IIK2UQ7TSclMkGoiphiDQzBvc1Nw9G7VY/fELM+wUlAgHn/hAkK0ssWcuNKvTB3ieO1X/1K60m/nV8RwSxBFyyn98zSQAY19N5Zz2ROueaP0YfF/z9WAUrUUcW5jCs8IZnQKtTITJKwJMdSxTz94aq5F3ejmoqiLFeMqL10vF3ETSQ/Yc33KZuOsQBmcFNj0OM1ywN633bk/CH4qT3OGZa6kf5vIvyKMJEMowzIh1OhYIwjiTMq+2KGoVq0n265zx72P+khMB/CvXEvaVU4c6fSPf6ciJmmSYB1WPnqpGr8IweCm20MvF4qWPB94myIcVfwjST92Y20hp7pBa31VvTVPVq8Fk/g6tE7L5TO7k0EXHOe4hA36Kx8ur+XsaqKg4nKXE3vj6TpwQ0xx6HmsxMz6UnpLdbgiuB0li4D1Mazw+ZQDYX2DczvIyivN946vLXv59WTYF2I3AcAzpp5YrDqL4ksJOcMBIp/vSCKnryxPcwETmTXS2oRglxvgz7b+7rQQwoda31l93lmezhHw6KHJlxvUvfDqSR8pkTsaa9C3MYgQypnxtmWPz5R9lFWMoNonnp1ApIQA8eJ/wDiVaQ0hwndoyKaHtihh9x/vjIGRA35CAwLygeeZp5fJh7rdRUHfFjRV0gkArBMSh258z6MK9Fj2xtduG7Fbiu3geJB52+3OdTEsUulGZPRtKBq6vScmXiBgvcuKc0SiUg7jeghYaVPDiVJxETUEHNVRsV1MJMT4nuPPgyBcQVSqcNV9H2Ds0mpoU9tzFCmELFyuxxBgPeGCuSKmAfYaBPk5uNhOBrCmAEtp084tma/cBLFQN8NNCAQbeGui82FY1r4ZiRsoCHmRsvTSDz3KUcw1K6haCJgy1peKj4372zOCKIkc+2aSiSN5t3FgOget2VVb1K8gpHWQMT2WxhxH0Gj/gPB3IHTchGN+eM61wug4PBmOKYQHznYMrjGVdQIwc5KvtgltQ5ektqfDRBT6Ol2oUF2dYpxOoBf0O5aXbFCzTVFq0RR3AjR/IgHoyUcjji9MfWU4PmIfLc50cIB5+2FXzJMH/+RDpV8B84t76vLssJx7Y6uPzc8iehuGeUNybfzHsBlzVnB825p/PQYyFbVtINYnfgtNnbTsFUGnFppO8CObcpi+RqvvyvQ+TMQlump2uNLYu3i99n75UuZQ+I5P6DLmzzkyc4LZAoKCMzJSC7irwTORiree1zAXpdrEzLn35q/tl1Z8PqLOlHgHY3OePX1T5Ip8pdiFs/cVhQexLeSKyLlUJLnjitbbGotGh3q5NykuzW5RpCBUslBpviW5aWPu0hwZzgnb0VbQKHR2zGVJu+5fGGY+HYQViAg0evAt1lTfXb9aNY5VB0IxljDFH17K5CXJ4iJ25XH0UWrYJJYOvQEbWfTwHWcgqL7LTbxE0wOHTyls4rQjaDyN9zvRH/aN7yZs9jQADWsRqCWNFEzFZdWKZS/nFeVSqOt10nJJ6H8ObVRT7xTjpdQdk+WfOJi4mfyFEOX9axz6sQbiTdJ588QbzAmV5kZlbLYhl3KmLzGPyWZd7785qnd5W10BGynWRuEuEJTY+e3BmidZsVsTvbInEnf0ZAtEf1UL2fGwVTErnt2NZ/SBKUyZNoYMfV495eV1xdaHqYVfNu77kC8CXgIL48NMTKJUtddmGk1RtpKr6lbjcJK8102miABlV2HAhnuS6t6ooxEkeG+J4LPs9Ye2nsnQiwECBDZ2mgablfgg572Ho9w2T7ilTcjphRfI+KdsXgRa7Fj6cuBimH9++sk72SBJ1LAcUCxneSLpiBewUy+oR1RUbncsZewem6wBjQPpzCKOM3jpOonKGn87bcmlOzUDaWHdSei13cYg1RrcWGGIOhEks5M/GkNvtV9+OW32Bl0YCmiqrW3TjmffvM0I/4ahPc6ynlWv4RPdOtGDcNfG5zTxW8mM3g5pSYXEB3YPY+kNAY+w1rHMH3W552kd57DYcJ+eq5pLvKSjXomcGFHCbSsAdImaGFMAcO6xDbSFEBLJFTdQGLknVm4BGCN8xL+S0mSKu7QHFdBonsWMcgMXH2viii6R41nCyR2DhDqqrnogjfkqOx7oMEYt+EbqPmbc7DftoFpZs94zvL4zqRrC6Omg/nqx6s8DM+uez/3JHRDSFZgDaWDFcyYpjl+ioq0x2Qp882rZmWHL2GtJ0admIDmUWP5oI77ZBGhPyD05JnyqitdctNuIap8l6z8zC8sKNuJXwCZgPITzMggUHLEkH7c9i9MMuqpinkHndbUmxt5/yWbV9FAKZg5rsup/RuORjagRZCHu4/+bHb5RJLjN1hyymwPw/S6TpkgqAIAF0/R4GajfAOFr2MR4U8aFdnBzyTa6JBV3maKNrZqvcVWD3C96IChrI7ZmsbMVqjf4mWK+TRFOqhwKnvwN5pOodsO+/Mvr8EhrJpSGKwOMF47SajJZC8cHm+NaO3Wlfg/uI+8tqFtu52eBTteRbNFZYdZMQ2dAe6q32FpgYHXB2o2NBoUNgGDWplvxForT1BdytzR0h2kZptvbSDHNUhje3Gmu+IfjLlF8cFXs4wp3IVmf4S+SOTE2drJpwl95xXi8k0QfWhbcfEI9FD1U2FqYa9yjD4oeUQ5svFNWB9omcy+jo424HQ4ZPWyQpCOZyhWvdWbYQo73XCiOPLVs8zQyKOJNV+gF6IoBlulaPboCl8WbIiF69dW60bj9zUpvzA4bssEp93FpB4cNMCFfvUJGh3+tf7xJciF0bIPMPAsHMmOeLQbYCzni9Lnj6x/uR6pwfmHVzt/N1Ua3KfYPL8iz6U/woC92mUII5gnCw1tQw1YArwQac27D0pf7UaNjQk4jgMOiBpxBtybxbh1tC37ePMHa/b2HxigGHRdpw6RlKxly3ceekBQREOaHkNO/+2OkLwDbGMeK/QZTif383sB1wE4V2NJGCcNqWU4y6M7QBd3Eti4+f2apviU6zf3QIRNFLQZG1arbF+LpCIURyZNcNfkQVwMg7IQW1nCyhqDua+tokSHx4neCQcr+2lZ9cy+VQptjRA0yNpYDxRh18M6IIUxTqE+n4JVvtsrv7USk7JPVL2K42BRPC/iv2IXgMS+60AD9qzkoR6YwisOcWoIehxxWF3ygWTgjDxkRwSZF53TmpfetFqveMcfcniVMpcw1SUEli47YBleCFnFPRJZOdXzty27PigtlU4goWqE8gk0RV8scdo+4ZrvDEEwzi/859FuG6CXHh/aBKKzXhcLaGIyGHM5EByFspmGIp08GxBf+CeFvXvw6h2ISOTLFS6iB+LW8fyyRULBe61xDc3b0nMPmhcbNNQ8hNENLwcAVNI7h6iTnTSNxFWpnXsmo8CVvWKvGzDekmdSmqruiASQEtumH6XzWCTevQlW8dU27+yZEGYTDAsztrZnTpYtgWs=


