3. Advertising ethics

 

"Greenwashing" in advertising 

   Akepa defines greenwashing as "Greenwashing is the practice of making brands appear more sustainable than they really are. It may involve cynical marketing ploys, misguided PR stunts, or simply changing the packaging of an existing product while continuing to use unsustainable ingredients or practices." As society strives to become more eco-friendly in recent years so has companies. Companies have realized that in order to make consumers feel better about their purchases and maybe even spend a little bit more for a product that is supposed to be sustainable versus paying a lesser price for something that is not sustainable. 

    In 2025 there was an impressive string of lawsuits against companies that claimed to be eco-friendly. Some notable companies that were involved in these lawsuits was Apple , Nike , Lululemon ,ExxonMobil , and so many more. 

    In the UK Nike has had advertisements banned after the advertisements made misleading claims about their sustainability efforts. Along with Nike two other clothing brands, Superdry and Lacoste, was called out by the UK's Advertising Standards Authority (ASA) for promising that they are producing "sustainable materials", "sustainable style" and "sustainable clothing".  Each of the companies when asked to provide evidence of how their products are actually sustainable. 

    Although Nike does have sustainable mission called "Move to Zero". Nike provides their data and statistics on how they are on a mission to move toward having my sustainable practices. However, not all of Nike's products are part of their "Move to Zero" campaign. For example, Nikes tennis polo shirts that were advertised with the tagline "serve and ace with Nike... sustainable materials." Nike stated that the advertisement was framed in more of a "general term" and that it was supposed to highlight their wider catalog of sustainability products. However, the ASA did not agree, they felt that it led consumers to believe that the polo shirts were made through sustainable practices. Ultimately Nike released a statement saying "we have engaged with the UK Advertising Standards Authority on this matter and have taken the necessary required actions. we remain committed to providing consumers with clear information to help them make the choices that are right for them."

    In March of 2025 the United States sued the Edgewell Personal Care Group , maker of Banana Boat and Hawaiian Tropic sunscreen brands, for untrue claims that their sunscreen was "reef friendly". Australia also filed a lawsuit against the company in June. 

    In 2021, Hawaii officials started to realize the negative effects that beachgoers sunscreen was having on the ocean and marine life. Hawaii started to ban sunscreens with chemicals such as oxybenzone and octinoxate. Later Maui and the Big Island banned any sunscreens that are not mineral based. However, after the ban sunscreen bottles all of a sudden started having labels that stated they were "reef-friendly" or "Hawaii compliant". These new labels gave consumers the impression that they were safe and would not harm the environment without the sunscreen's ingredients actually changing. 

    The Australian Competition and Consumer Commission set their sights on the Edgewell Personal Care Australia as well as its US based parent company. The ACCC Deputy Chair Catriona Lowe stated, "We allege that Edgewell engaged in greenwashing by making claims about the environmental benefits of Hawaiian Tropic and Banana Boat sunscreens that it had no reasonable or scientific basis to make."

    Many consumers felt hurt and mislead by these long-term trusted brands not being as transparent as they should be. Because the sunscreen was false advertised as "reef safe" or "marine life" safe consumers believed that they were helping the environment and that they were doing the right thing. Only to find out that unknowingly they had caused harm to the beaches they love due to the sunscreen they had purchased. Many consumers feel that if they were lied to about the sunscreen being "reef friendly" what else are the companies lying about. 

    In conclusion, as society strives to make better decisions concerning the environment companies are taking advantage of the "trend" and marketing their products as environment safe when they are not. It is important that consumer sees through the green labeled lies and see the truth.