* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Green Advertising/Marketing Guidelines
Survey
Document related concepts
Marketing research wikipedia , lookup
Marketing channel wikipedia , lookup
Viral marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Direct marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Neuromarketing wikipedia , lookup
Street marketing wikipedia , lookup
Global marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Transcript
Green Advertising/Marketing Guidelines In the current marketplace, many organisations are clamouring for share of voice in the area of green marketing. While it’s important to have a commitment to sustainability, it’s equally important to ensure that any green advertising or marketing that you do is 100% accurate. Tips for Green Advertising and Marketing >> Ensure you are 100% honest in your claims – There is more than reputation at stake, after the Australian Competition and Consumer Commission launched a crackdown on green claims with the release of its guidelines, Green Marketing and the Trade Practices Act, in November 2007. Under the act, the maximum fine is $1.2 million for companies engaging in misleading and deceptive conduct. >> Check and double check your claims – To ensure the accuracy of your claims, it can be helpful to use a third party to objectively measure what you are saying. Research this third party to ensure that they are credible. >> Collect data – To substantiate your claims and make this publicly available for example put it up on your website. >> If unsure, seek legal advice – This is the only way to ensure the accuracy of your claims. >> Steer clear of overused phrases – Phrases such as environmentally friendly, green and CFC-free can be misleading and open to an individual’s interpretation. Ensure you research appropriate terminology and educate your staff to prevent misuse. >> Avoid ‘green’ imagery – Pictures of leaves, dolphins, pandas and other ‘green’ imagery has been overused. For instance, a picture of a dolphin on packaging infers that the product is dolphin friendly – but are these claims substantiated? Use clear language as an alternative. >> Use your website – Sometimes not all the information you want to convey will fit in a brochure or on a product. Use your website to promote your commitment to sustainability. >> Consider your use of marketing materials – Ensure you consider carefully printing brochures and flyers – is this information you could put on your website to minimise paper use. Also where possible use recycled materials for printing and only print quantities you require. >> Promote green-friendly options for consumers – you may like to consider providing a carbon offset scheme for your consumers or encourage consumer to use public transport to reach you or adopt green practices such as reusing towels in their room. Useful links Australian Competition and Consumer Commission – Link to Green Marketing and the Trade Practices Guide accc.gov.au/content/index.phtml/itemId/815763 For further information please contact: Tourism Australia GPO Box 2721 Sydney NSW 1006 Phone:+61 2 9360 1111 Email: [email protected] Web: tourism.australia.com