UK ad watchdog to crack down on ‘biodegradable’ and ‘recyclable’ claims

Consumers left angry and dismayed when they found out the truth about these terms, says Advertising Standards Authority study

Plastic bottles, takeaway cups and food packaging that could take an unlimited amount of time to break down are being advertised as biodegradable", with the advertising regulator calling for more clarity on such claims from businesses.

British consumers believe they are making green choices while disposing of waste when they are often not, according to a new report. The study, from the Advertising Standards Authority (ASA), based on extensive interviews with consumers, found widespread misunderstandings around common terms such as biodegradable", compostable" and recyclable", leaving participants angry when they discovered what they meant.