The campaign encourages people to participate in reforestation projects, and its site, www.thepapereffect.com, answers frequently asked questions on what is happening to forests in Europe.

It also details the paper industry's renewable energy efforts and provides information on the life cycle of paper, detailing its journey from a renewable raw material to a fully recyclable and biodegradable product.

Carmen Burgo, marketing department, Torraspapel, said: "Currently, under the pretext of a supposed ecology, misleading accusations are levelled against paper based on numerous false stereotypes.

"We would like to take the opportunity to come out in defence of paper, which has been the object of such arbitrary, facile attacks."

She added that paper, whether it uses recovered paper as a raw material or is manufactured with virgin fibre, is "an indisputably ecological product".

"It is biodegradable, recyclable, uses natural and renewable raw materials, and is manufactured employing technologies that are respectful of the environment," she added.

As part of the project, Torraspapel is offering the opportunity to collaborate on a reforestation project in conjunction with Spanish NGO AccióNatura.

Torraspapel is part of the Lecta Group and it manufacturers all of its products with wood harvested from responsibly managed forests.