Tuffy can confidently claim that its rubbish bags do not go to landfills to die‚ because it can back it up. This according to a recent ruling by the Advertising Standards Authority of South Africa (ASA)‚ which said that Tuffy had proven that its bags will not be “spending their life in a landfill” as suggested in a radio ad.Fransa Cole lodged a complaint with the ASA‚ saying that Tuffy's advertising was misleading.She disputed Tuffy's claim that its bags‚ made from recycled plastic‚ do not spend eternity in landfills because ultimately that is where the bags will end up.“It is commendable that the plastic bag is made from recycled plastic‚ but [Tuffy] should not lie about the end result‚” she said.But Tuffy hit back‚ saying Cole did not correctly understand the recycling process.It said that its products are made from post-consumer waste‚ like soft-drink bottles and yoghurt tubs‚ physically sourced from rubbish dumps and landfills. It added that its plastic bags can be reused and recycled repeatedly.The ASA dismissed Cole's complaint‚ saying Tuffy had supported its claims with documentation.“The respondent's submissions appear to show … a concerted and large-scale operation aimed at recouping plastic content (including its bags) and recycling them for re-use.”Speaking to TMG Digital on Monday‚ Tuffy marketing manager Rory Murray welcomed the outcome‚ but said that South African consumers need to be educated about recycling initiatives.“Few people know the difference between recycled and recyclable … children know more about recycling than parents. There's a huge task that has to be conducted [to educate South Africans].”He added that this was the responsibility of the government.“There's a plastic levy that we all pay which is going nowhere to education.”Attempts to contact Cole on Monday were unsuccessful.According to a counter on Tuffy's website it had on Monday already recycled enough waste to make almost 7-million refuse bags in July...