Electrical engineer Reynir Þór Eyvindsson has bought advertising time for a period of some years on national broadcaster RÚV during the holidays, with the intention of reminding the nation of some inconvenient truths about aluminium production in Iceland.
His advertisements come in response to what he identifies as a preponderance of aluminium industry PR in the media during the holidays, which could be seen as “greenwashing” an activity that has a worse environmental impact than many may think.
Aluminium production is a highly energy-intensive industry which has found a home in Iceland thanks to the supply of green electricity. Environmental critics, however, have pointed out that the use of geothermal and hydroelectric power do not simply neutralise the environmental impact of this industry.
The text of the advertisements reads in English: “Icelandic Aluminium Plants: Pay very little in taxes. Emit twice as much CO2 as the entire automobile fleet. Around 1.5 million tonnes of toxic sludge are produced annually. This could fill the outdoor swimming pool at Laugardalur 1,500 times over. Happy New Year, Reynir Eyvindsson.”
In a statement to Morgunblaðið, Reynir said: “This is a highly political issue. Not everyone agrees that this highly polluting industry should be here.”
Reynir admits that advertising slots on RÚV during the holidays are rather expensive, but he says he doesn’t have much else to do with his money. He pays for the advertisements out of his own pocket, but recognises that they may not stand up to the production quality of the aluminium industry’s professional advertisements. Nevertheless, he counts the money as well spent.
Read more about protecting Iceland’s environment here.
