B2B marketers must be sure that their claims of environmentally-friendly practices are accurate, the Incorporated Society of British Advertisers (ISBA) has warned.

The organisation pointed out that green claims are commendable, but companies have to make sure that these claims reflect what is actually being done.

Ian Twinn, director of public affairs at ISBA, said that firms have to mean what they say when it comes to claims of eco-conscious business practices and actually make sure that what they say can be easily understood.

The ISBA’s comments come following a survey by the Advertising Standards Authority, which found that in 2008, six per cent of adverts surveyed across all media platforms breached the advertising codes relating to green claims.

In related news, the ISBA is set to host a series of workshops with the Institute of Practitioners in Advertising and the Department for Environment, Food and Rural Affairs, which is designed to assist marketers in developing their environmentally-friendly credentials.