The 'Doe Maar Lekker Duurzaam' ('Just Go Sustainable') campaign calls on consumers to buy sustainable products more often. It's a collaboration among the Dutch National Postcode Lottery, Albert Heijn and Unilever. Albert Heijn's TV commercial says that anyone playing the National Postcode Lottery can exchange a gift card for sustainable products on sale at Albert Heijn: "Put a sustainable spin on your meals; there are plenty of products that are better for people, animals and the environment."

A great initiative, but it was followed by a complaint. The complainer considered that an environmental claim was being made for the 'Beter Leven' ('Better Life') smoked sausage and that animals were by definition not good for the environment. The chairman of the Advertising Code Committee dismissed the complaint. Why? The term 'sustainable' is an umbrella term, so every advertiser had to make it clear in the advert what was meant by this. Albert Heijn said: "choose a meal with products better for people, animals and the environment." The president held that consumers fully understand that the 'Beter Leven' approval mark, from the animal protection organisation Dierenbescherming, relates to animal welfare and not to the environment. This is clear from the name 'Beter Leven' (Better Life). Quite right, I think.

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