An advert from Coca-Cola subsidiary Innocent Drinks was banned in the U.K. for “greenwashing.”

An advert from Coca-Cola subsidiary Innocent Drinks was banned in the U.K. for “greenwashing.” The Advertising Standards Authority found that Innocent Drink’s “Little Drinks, Big Dreams” campaign misled consumers by using messaging that suggested buying their products would benefit the planet—even though they would still be using plastics and (potentially) not be putting any eco-friendly measures into practice. Young Europeans are generations of activists, and climate change is a top issue they’re passionate about. But young consumers are growing increasingly vigilant about brands doing good—and putting their money where their mouth is. YPulse’s WE causes/charity and activism research found that 79% of young Europeans say all brands should do some sort of social good / charitable work, and 82% agree that if a brand voices their support of a social issue, they should also be making an active effort to help the cause. Innocent Drink’s pulled advert shows that young consumers—and government entities—aren’t afraid to call out a brand for “greenwashing.” (Circular Online)