Advertising, advertising! Advertising can do anything, it can even make green one of the worst forest predators. It’s the paper giant Asia Pulp & Paper (APP), responsible for the conversion of over one million hectares of Indonesian rain forest in acacia plantations. In its advertising announce that it is planting a million trees a day (in fact, the plantation trees, founded on the ruins of a rainforest, previously cleared by APP suppliers to feed the company’s pulp mills) and “to create a greener Indonesia for our future” (as announced by the video below).
With paid advertisements in magazines and newspapers, APP announceÂ APA announced to protect 1,060 kilometers square in the Senepis Sumatran Tiger Sanctuary, the vast Giam Siak Kecil â€“ Bukit Batu Biosphere Reserve of UNESCO, the expansion of Bukit Tigapuluh National Park.
But aÂ reportÂ released by Eyes on the Forests shows the maps of the concessions recently obtained by APP, and and both Greenpeace and WWFÂ filmed tigersÂ in the forests to be clearcutted to provide fibres for APP paper mills
These concessions are largely located on high conservation value forests, and on peat soils deeper than 4 feet, where conversion into plantation is forbidden by Indonesian legislation (Presidential Decree No. 32/1990).
In the UK the Advertising Standards Authority (ASA) ruled that an APP spot ad should not be shown again because it is misleading. In Italy, Greenpeace, WWF, Legambiente and Terra! announced a formal complaint to the Italian authorities od televisionÂ and advertising, against the completely fabricated ads.