UK Watchdog Agency Bans Lavazza And Dualit Ads For 'Misleading' Claims Over “Compostable Eco Capsules” – CoffeeTalk

The Advertising Standards Authority (ASA) has banned adverts by Lavazza UK and Dualit, which claimed their coffee products were “compostable eco capsules” and could not be composted at home. Lavazza’s coffee pods were described as “compostable” and “eco caps,” but they could only be disposed of in an industrial process. The ASA ruled that the ads gave consumers the misleading impression that their coffee pods could be composted at home, when in fact they could only be composted in an industrial setting.

Dualit’s paid-for search ad claimed its coffee bags were “compostable,” which the ASA said implied they could be composted domestically when that was not the case. The company argued that consumers would interpret “compostable coffee bags” to mean the bags were made from a compostable material, and would not assume they were home compostable. The ASA rejected this, ruling that consumers would think products described as “compostable” were compostable at home.

The ASA believes that people would understand from the claim “compostable” that these products could be composted at home, but as this wasn’t the case, the ads were misleading and the ads were banned. The ASA emphasizes the importance of brands being clear about how easy it is to dispose of products in an environmentally friendly way to avoid misleading consumers.

Read More @ The Guardian