"Each year 100 million wire coat hangers are put into UK landfill where they take centuries to degrade - it is this we are trying to prevent," said Alexander Beattie, Head of marketing at Wannabeco.
"We have worked out a way to alleviate this problem as well as provide an innovative and ecologically friendly media space for our advertising clients".
Yes, the hangers will be paid for by advertisers, and distributed to dry cleaners. The ads will be printed with environmentally-friendly ink. Link -via Fark
I've had the same wire hangers for 30 years and I've never thrown one away (although I've had to buy a few new ones as my wardrobe got larger).
In addition to this, it's not really the BASE of the ink that's toxic anyways- the Soy inks still use the same heavy-metal based, toxic pigments.