The Green Mamas
September 15, 2010
Moms know that the ads we see are often the front lines for whether a product gets bought or ignored. A large and increasing number of greener moms may read up on blogs, read reports and articles and try to look up chemical names of material safety data sheets, but not everyone does this. Many moms are still influenced by ads that say “this will get your laundry smelling like a spring breeze!” and buy the bottle—along with the messages and ads that are sold to them.
That’s why I find it so unnerving that Procter & Gamble has issued a complaint to green company Seventh Generation, asking them to take down one of their online advertisements for the inexcusable crime of talking about safety.
The National Advertising Division of the Council of Better Business Bureaus’ ruling upholding Procter & Gamble’s claims against Seventh Generation’s commercial implies that companies can’t make claims based on the safety of their products, even though more and more research shows that consumers are increasingly making purchasing decisions based on product safety due to health concerns.