Grind Coffee ads banned over misleading delivery claims
Advertising watchdog rules carbon neutral claims relied on offsetting credits, not emission reduction.
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Named ASA manager and Grind chief, plus direct ASA quote, give moderate corroboration.
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Advertisements for Grind Coffee, SportShoes.com, ProCook, and the toilet paper brand Who Gives a Crap have been prohibited by the Advertising Standards Authority (ASA) due to misleading claims about their delivery services. Each advertisement asserted that product deliveries were either ‘carbon neutral’ or ‘carbon positive’.
The ASA determined that the advertisements did not adequately explain that the stated carbon neutrality was achieved through the purchase of offsetting credits, rather than through direct reductions in emissions. This lack of clarity risked misleading consumers about the environmental impact of their purchases.
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ASA Ruling on Environmental Claims
Justine Grimley, investigations manager at the ASA, stated that environmental claims can be deceptive if their meaning or the method of achievement is not clearly communicated. She warned that if such claims depend on carbon offsetting, this must be explicitly stated. This ensures consumers are not under the impression that the advertised service produces no or very few emissions. The ASA indicated it would continue to take action against misleading environmental claims that lack necessary consumer information.
One banned advertisement for Grind Coffee, seen in June, stated: “Coffee From The Grind Roastery, Delivered To Your Door Each Month. Carbon Positive Delivery.” The ASA’s ruling noted that Grind should ensure the basis of all environmental claims is clear, specifying to what extent claims depend on offsetting credits or actual emission removal.
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Similarly, an advertisement for SportsShoes.com claimed: “Over 12,000 products on site from a wide range of brands … Carbon Neutral Deliveries”. Kitchenware retailer ProCook advertised “Next Day Delivery Available, Carbon Neutral Delivery.” The ASA reminded all advertisers that environmental claims must be clear and supported by evidence, and that omitting important information can lead to consumer deception.
Grind Coffee's Response
Ted Robinson, chief of staff at Grind Coffee, explained that the company has been offsetting delivery emissions via Shopify Planet since May 2020. He stated that this scheme uses shipment weight and distance to estimate emissions and then funds carbon removal. Since implementing this, Grind has funded carbon removal for over a million orders and is among the top contributors to the programme. Robinson added that the company previously referred to this as ‘carbon positive delivery’ but found it confusing, subsequently changing to ‘carbon neutral delivery’. He clarified that the ASA’s challenge was not about the substantiation of the claim, but about the lack of full explanation within the advertisement itself. Grind has since updated its website with a clear definition of ‘carbon neutral delivery’.
The ASA has instructed Grind Coffee to ensure that in future advertisements, the basis of all environmental claims is made clear, including the extent to which ‘Carbon Positive Delivery’ claims rely on offsetting credits or the actual removal of emissions.
Questions this report answers
+Why were Grind Coffee's ads banned?
The Advertising Standards Authority banned Grind Coffee's ads because they misleadingly claimed carbon neutral delivery. The ASA found the ads failed to make clear that this neutrality was achieved through offsetting credits rather than reducing emissions, which could deceive consumers.
+What did Grind Coffee say about their delivery claims?
Grind Coffee's chief of staff, Ted Robinson, stated the company has offset delivery emissions via Shopify Planet since May 2020, funding carbon removal for over a million orders. He clarified the issue was not substantiating the claim, but failing to fully explain it in the ad.
+What is the ASA's warning about carbon neutral claims?
Justine Grimley, investigations manager at the ASA, warned that carbon neutral or net zero claims can mislead if it is not clear how they have been achieved. She stressed that if claims rely on carbon offsetting, this must be made clear to consumers.
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