Caution urged on use of life-cycle analyses in product claims

Procter & Gamble has been rapped on the knuckles by the Advertising Standards Authority (ASA) over a claim that disposable nappies cause no more damage to the environment than reusable nappies. The ruling is a vital one on the use of life-cycle analyses (LCAs) in product promotions, although the ASA was happy to accept the results of another LCA prepared by P&G in a similar case on aerosols.

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