ENDS was invited to subscribe to the new ECO newsletter - and receive copies of the logo - in the same month that the Government launched its new code of practice on green claims, with the warning that a statutory code may follow if the voluntary code fails to deliver (see previous story ).
In ECO's promotional literature, the publisher asks: "Are you missing the PR bandwagon?", and offers all subscribers the right to use the logo "however you wish whilst you are subscribing annually."
"ECO offer you the opportunity to get in on the act - with a regular awareness newsletter and unique ECO standards labelling system, so that you can tell the rest of the world about your awareness," the publisher says.
It is interesting to compare ECO's service with the new Government code, which says that companies should be explicit about the meaning of any symbol used. And where a claim involves the use of "a reassuring image or logo...there should be a clear statement of just what that symbol means."
The code also says that businesses should not use vague or ambiguous phrases, such as "environmentally safe". Given that ECO could hardly have come up with a more ambiguous phrase for its readers to use than "environmentally conscious organisation", it will be interesting to see if it reports the Government's new code in its first issue.