“The relationship between marketing and the environment has been examined since the early 1970s”. First, the idea of ecological marketing was developed and mainly centered in the “depletion of energy and non-energy natural resources and the pollution created as by-product of production and consumption.” “The first tentative steps of non-polluting industry and first uses of nature in advertising arose” and were later accompanied by an intensive mediatization of environmental issues in the 1980s. For example: the discovery of the ´hole in the ozone layer` in 1985 and Chernobyl in 1986. By this time, green marketing and environmental marketing concepts were built up and elements from the product life cycle assessment (associated with environmental marketing) as well as destruction of ecosystems and poverty in developing countries (associated with green marketing) were considered in the advertising campaigns.