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
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


