環境主張：カーボンオフセットとカーボンニュートラル
専門家の視点
この助言は、広告表現におけるカーボンニュートラルやネットゼロの主張に、実体と物語のズレがある構造を指摘しています。ASAの調査は、消費者が「カーボンニュートラル」という言葉に絶対的な排出削減の意味を込めている一方で、企業はオフセット購入を含む広義の解釈で使用している現実を示します。ここにあるのは、物語先走りの典型です。企業のビジョンや主張は壮大ですが、その根拠となる排出削減の実体が伴っていない可能性があるからです。 このズレの核心は、時間軸と検証可能性にあります。オフセットは将来の削減や他者の削減を「今」の主張に転嫁しますが、消費者は「自社の排出を現在進行形で減らしている」と読む。この非対称性が誤解を生むのです。CAPガイダンスが不特定な主張を避け、根拠の明示を求めるのは、実体の翻訳を広告主に強制する手段です。 隠れた前提は「オフセットが即座に環境改善と等価である」という考え方です。実際は、オフセットの品質や追加性を検証する仕組みが整うまで、主張の信頼性は担保されません。したがって、次の観測点は、企業が広告で具体的な削減量とオフセット比率を開示する慣行が定着するかです。
Add to my favourites Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority. The ASA and CAP s Climate Change and the Environment (CCE) project is in place to respond to the ongoing climate crisis, and to take action to ensure that environmental claims in advertising are not misleading or irresponsible. Updates about our work in this area are published here. Rule 11.1 of the CAP Code requires that the basis of environmental claims must be clear. Unqualified claims could mislead if they omit material information. . The meaning of all terms used in ads must also be clear to consumers. The ASA s research on environmental claims in advertising found that there was little consensus about the meaning of certain environmental terms. In particular, carbon neutral and net zero , or similar, were often used interchangeably and lacked a universally known definition. Some participants in the research tended to believe that carbon neutral claims implied that an absolute reduction in carbon emissions had taken place or would take place. In light of this, CAP Guidance sets out that marketers should avoid using unqualified carbon neutral or net zero claims. Information explaining the basis for such claims helps consumers to understand them fully, so this key information should not be omitted from ads. When making carbon neutral , net zero or similar claims, marketers should: In 2023, the ASA investigated a complaint that the claim Carbon Neutral business in an ad for Charles Tyrwhitt failed to make the basis of the claim clear. The marketer said they had based their claim on a report by a sustainability consultancy which they said demonstrated their carbon neutrality. The ASA considered consumers would understand from the ad that the business balanced the amount of carbon emitted into the atmosphere by an equivalent amount removed, so purch
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