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March 17, 2008

Canadian Ad Guidelines (just in time for St. Patrick's Day)

After the consumers (women) of Canada complained about the claims being put on VitaSea clothing, the Canadian government is reacting. Why is it that it's always after the fact and after many people complain before companies do the right thing? It's another reason for Marianne's post on the need for green standards. Trust, but verify.  Check corpwatch for examples of greenwash.

According to the article by Greenbiz the following flagged the need for guidelines.

"In November 2007 the Bureau forced Vancouver-based Lululemon Athletica to remove any references to the therapeutic benefits of its VitaSea clothing products because it made claims that could not be verified. The clothing's advertising said it would release minerals and vitamins in to the wearer's skin when wet and could improve skin in a variety of ways and reduce stress.

Ladies, take a bow. Because you questioned the authority of a marketing message, Canada in putting together guidelines for honesty. The EPA already has green guidelines. You can find them here or I'll also keep them handy under Culture Shifters to the left.

The message is clear to companies in Canada and the U.S., it's time to put truth into all advertising or someone will question your authenticity; and that affects that other form of green. 

Today's green post is in honor of my Irish Grandmother, Margaret Clare McShane. Erin Go Bragh!


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