Ignoble?

River Action is starting a campaign against agribusinesses, causing damage to UK rivers with apparent impunity (https://www.theguardian.com/environment/2021/feb/18/river-action-targets-agri-businesses-in-campaign-to-stop-pollution). River Action have initially focused on Noble Foods a company operating enormous 'free-range' poultry farms near the river Wye. Run-off from the farms (containing lots of nitrogenous waste), is clearly causing substantial damage to this river. The company sell their eggs as being more ethical than counterparts produced in factory farms. River Action feel that such companies must take responsibility for their environmental impacts on rivers, if they intend to advertise the virtues of their products. River Action are writing to them but they are largely doing so, because zero action has been taken about the pollution by environmental agencies.