ASA ruling that an advert and website for Easigrass (Distribution) Ltd's artificial grass made misleading claims about the product's recyclability and eco-friendliness

On 27 March 2024, the ASA ruled that Easigrass' claims on its advert and website that its artificial grass was "fully recyclable" and "eco friendly" was misleading. The label "fully recyclable" could not be substantiated because the recycling process was not widely available and easily accessible to UK consumers. The ASA considered that where the term "eco" is used with no qualification or further information, it was an absolute claim which would consequently require a high level of substantiation.