The billboard reads: “Thank you for being a customer.
Together, we avoid emissions corresponding to 48,918 revolutions around the world by car ”.
According to the Advertising Ombudsman's opinion committee, environmental arguments can be difficult for the consumer to absorb and interpret, which is why the committee chose to drop the advertisement.
- We take all information from RO and take with us the views in our future communication about sustainability and climate, writes Linda Svensson, head of Marketing and Communication at Jönköping Energi in a press release.
According to Jönköpings Energi, the purpose was to inform the residents of Jönköping municipality what climate impact the business had.
- The message on the sign is correct, what the committee finds incorrect is that the content on the sign can be perceived vaguely and the message about climate impact can have a number of different meanings for a consumer.
It shows how challenging it is to communicate about sustainability and climate, writes Linda Svensson.