GREENPEACE BEKRITISEERD DOOR SPAANSE NORMORGANISATIE VOOR
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This is an unofficial translation of a summary provided by AMICLOR, the
Spanish
Organization of Users and Workers of Chlorine Chemistry.
The Advertisement
Through the writ of November 29, 1999 directed to the Asociación
Autocontrol de la Publicidad (the Spanish equivalent of an
advertising
standards organization), AMICLOR,
the Organization of Users and Workers of Chlorine Chemistry, filed a
complaint resulting from an advertising announcement inserted in the
press this past August 1st, from the non governmental agency
Greenpeace.
The contents of the announcement were the following:
"Not all milk products with dioxin have been taken
out of
circulation"
Mother's milk is the best food for your baby.
Nevertheless, dioxins
have been detected in milk. In industrialized countries,
certain babies
end up ingesting levels of dioxin up to 40 times more than
those allowed
by the World Health Organization.
The cause? Industries that use chlorine en their
processes -
like PVC production or oils with PCBs - and emissions
from incinerators.
Become a Greenpeace member and help us to pressure
governments
to take steps now. It's no longer about whales. All of
us are in danger
now.
|
The verdict
Past February 7, in Madrid, the plenary session of the
Asociación Autocontrol de la Publicidad, presided over by Dr.
Eduardo García de Enterría, met and passed the following
resolution. We have highlighted the following paragraphs:
- The Plenary Session finds that this statement does not
guarantee
the truthfulness (as Greenpeace contends) of all of the
information
about dioxins in this ad.
- It is evident that when the ad is examined by a normal
reader, it
will not be considered as simple information about an
environmental
problem. On the contrary, the reader will refer to phrases like
"Become
a Greenpeace member." And under these circumstances, rather than
presenting an environmental problem, this also constitutes a
direct call
for membership to an established, concrete organization. So one
will
conclude that the ad examined pursues member recruitment, and in
turn,
pursues capturing more economic resources that allow more
activity
development. It definitely pursues the aim that those who
receive the
advertisement "purchase", and in turn alters the corresponding
economic
situation of the condition of the members of the advertising
organization. And under these circumstances, the ad examined
falls under
the sphere of the application of the Deontological Code as much
as the
ad constitutes a private non-profit institution that assigns
funds and
resources obtained from their members from praiseworthy
purposes.
- In the protested ad information is presented that, as much
for
its content as for the certainly alarmist tone with which it is
presented, is apt to provoke fear in its readers. And later, the
information presented is used to make a direct call for
membership. The
ad definitely generates fear in those who read it and is used as
an
argument to make a call for membership to the organization
placing the
ad.
- The ad aims to present the information about dioxin in our
country in an alarmist and possibly unbalanced fashion, using it
as an
argument for a call to membership.
- It deserves an ethical reproach because of the combination of
two
parts or circumstances in the same message: first, the message
that
causes fear in the reader regarding a delicate problem, and
second, that
the message makes a direct call for membership. When these two
methods
are combined, it is evident that fear is used as a way to
recruit new
members and as a means of capturing economic resources that
allow for
the development of the praiseworthy activities of a
non-governmental
organization.
- The Advertising Plenary Council of the Asociación de
Autocontrol de la Publicidad reaffirms its insistence that the
advertiser correct the protested advertisement for the reasons
laid out
in this resolution.
U bent op niveau twee van de Chlorofielen pagina's.
Op het net: 5 maart 2000.
Laatste aanpassing: 11 april 2004.
Finale aanpassing: 31 maart 2019.
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Chlorofielen
Overzicht
klachten
Greenpeace advertentie veroordeeld in het
VK
Greenpeace vs, Ferdinand Engelbeen,
rechtzaak in
Hamburg (Duitsland) (engels)