LONDON: A working group comprising some of the UK's biggest advertisers is to mull the future direction of 'green' marketing.

The firms, including British Gas, Unilever, BP, Marks & Spencer, Diageo and Virgin Group, have gathered under the umbrella of trade body, the Incorporated Society of British Advertisers, to explore a number of major questions.

These include how best to integrate the sustainability dimension into both marcoms strategy and procurement of marketing services. 

Marketers' claims that their products and services are environmentally friendly are growing apace - as are complaints about them.

Says ISBA spokesman Ian Twinn: "It is our firm belief that going green is no longer an option for marketers – it is an imperative. 

"Advertisers who have taken steps to make their company or products greener naturally want to share this good news with consumers. 

"But failure to think through and implement coherent sustainability strategies will put companies at a competitive disadvantage and invite unwelcome regulatory attention."

Data sourced from; additional content by WARC staff