An exacting complainant caught out an electricity firm over its claim to be 100 per cent green.
The Advertising Standards Authority (ASA) has slapped down Crawleybased Seeboard for a direct mailing it said was "100 per cent environmentally-friendly".
The mailing could be recycled, contained no stapes or glue, and was made from paper containing 80 per cent recycling fibres.
But a complainant argued energy had been used to make and deliver the mailing.
The ASA stated: "The claim '100 per cent environmentally-friendly'
implied the mailing would cause absolutely no environmental damage throughout its life-cycle.
"Because the advertisers had not shown that was the case, the authority concluded the claim was exaggerated."
Seeboard has been asked to amend the claim.
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