Sally Williams, the face of Brand Power ads for more than 25 years, has announced she will no longer be working with the advertiser as part of her commitment to sustainability.

Williams did not renew her full-time contract with Brand Power at the end of last year as part of her policy of only being aligned with sustainable brands.

“I know if I can give people information around sustainable practices it will categorically change their purchase decisions,” Williams said in a statement to Mumbrella.

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“There is a huge appetite out there for more transparency – and not just for eco brands – but also the big brands. Because they are not all created equal. And the ones that are making positive changes are looking for a vehicle in which to share that. I want to be the voice for them.”

Williams said she will work with Brand Power if the products advertised are making a positive environmental impact.

The television presenter said she expects to work more closely with marketers and advertising agencies in the future.

“There are already so many industry standards out there – with varying degrees of stringency and credibility. I don’t claim to be a scientist, but a ‘conscious consumer’. You don’t have to dig very deep to see if a company is trying to make a difference. For example, not using palm oil, not over packaging, not exploiting workers and labelling clearly.

“Certifications like Fair Trade are great indicators of a brand doing things well,” she added.