In early June, in line with World Environment Day, the Advertising Standards Authority (ASA) published a piece on environmental claims in advertising. The usual rules apply:

• make sure that any claims can be substantiated e.g. only state 'made from 100% recycled materials', 'environmentally friendly' etc. if that's true
• ensure any comparative claims (e.g. 'offering a greener alternative') are backed by verifiable evidence

Nothing new there but very much in line with the environmental zeitgeist of the moment.

This week, however, at a Westminster Media Forum about online advertising regulation Guy Parker, the Chief Executive of the ASA, was questioned about current hot topics for the ASA. Together with Influencer Marketing, Guy Parker reported that the ASA were currently undertaking some fairly in depth research on environmentalism, sustainability and consumption and the impact of advertising.

In particular, the ASA are investigating the approach of advertising regulators in other countries and considering whether regulating how excessive consumption and sustainability is presented through advertising is a viable option in the UK.

Might this signal new and tighter regulation of the “more is better” and “you deserve it” advertising messages that are promulgated everyday? Victims could include fast fashion brands, disposable household goods, petrol cars, even airlines.

Watch this space.