AMSTERDAM (ANP) – The Reclame Code Commissie (RCC) reprimanded Tata Steel for its sustainability advertisements. In these advertisements, the steel company in IJmuiden stated that it will reduce its CO2 emissions by 40 percent in 2030. Furthermore, it targets to be carbon neutral by 2045 as the company will produce green steel using green hydrogen. According to the RCC,however, Tata Steel has failed to sufficiently demonstrate that the company can achieve its ambitions.
The Stichting Gezondheid op 1 and Stichting Urgenda filed a complaint regarding four claims made by Tata Steel. The RCC ruled that the statements violate the code for sustainability advertising. The code states that sustainability ambitions may not paint an overly rosy picture of results achieved or yet to be achieved. This is on the topic of sustainability. The RCC calls on Tata Steel to cease advertising in this manner.
Tata Steel can still appeal the decision. Rulings by the Advertising Code Committee are not binding.
Clear ruling
A spokesperson for Tata Steel calls it a “clear” ruling. They have stated they take the ruling seriously. “We are carefully studying the reasoning and considering the next steps to take. Communication regarding our Green Steel project must be clear, concrete, and verifiable. The aim is to inform all stakeholders as well as possible, from local residents to policymakers.”
“The health of local residents, as well as our air, water, and nature, is not to be trifled with by these greenwashing practises.” Director Antoinette Verbrugge of Gezondheid op 1 says of the ruling
Urgenda Director Hanneke van Ormondt said, “No politician can speak of a Green Steel plan anymore; there is merely a plan.”
