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ASA decision on Mahogany Campaign

4 Oct 1995

Friends of the Earth have greeted the Advertising Standards Authority rulings on their Mahogany is Murder' cinema advert and leaflet with shock and dismay. The hard-hitting cinema advert, which is now banned in its current form as a result of the ruling, was released as part of Mahogany Week', a public information campaign run by FOE in February 1995.

Britain is the world's second largest importer of mahogany, much of which is obtained and traded illegally in Brazil. Despite the signing of a voluntary agreement between the loggers of the Brazilian State of Para, and the Timber Trade Federation to only trade in legally obtained mahogany, Friends of the Earth has gathered evidence that the illegal logging on Indian reserves continues and is causing immense suffering to the indigenous people and damage to the rainforest.

Friends of the Earth is also concerned that one of the rulings by the ASA on the widespread loss of life of indigenous peoples is contradicted by yet more evidence received by Friends of the Earth only last week. FOE received a letter from the network of indigenous groups in the Amazon (known as COLAB), which denounces the mahogany trade and gives details of the continued suffering caused to the Indians at the hands of the loggers [1].

The ASA made the ruling following complaints made by the Timber Trade Federation and the Brazilian Embassy on alleged false claims made by Friends of the Earth regarding the conservation status of mahogany and the deaths of Indians through the invasions of loggers on their reserves.

Tony Juniper of Friends of the Earth said:

We have adequately demonstrated the truth of the claims made in our campaigning advertisements and feel deeply disappointed that these vital issues are being undermined by this ruling.

The current ecological and social crisis surrounding the mahogany trade in Brazil means that our silence on this issue would be tantamount to betrayal of the indigenous people living in the Amazon Rainforest'.

ENDS

NOTES TO EDITORS:

[1] Details of the letter are in the attached press release - Amazon Indians Face Death Threats From Mahogany Loggers'

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