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five million followers on Twitter alone, which is roughly double the global membership of Greenpeace. Campaigners are also challenging environmental claims made in advertising. Predictably, some adverts run by airlines and car manufacturers have featured in ASA cases. However, less well known is that shale extraction sites and wind farms have also begun to come in for attention too. Global understanding and opinion have moved on since The Body Shop pioneered green consumerism many decades ago, but businesses now wishing to demonstrate their eco-credentials must keep in mind an evolving regulatory environment.
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