J.K. Rowling's publisher Bloomsbury that the upcoming Harry Potter and the Half Blood Prince will be printed on 30% Forest Stewardship Council (FSC) certified paper. This will make it the first best-selling book in the U.K. to be printed on such paper stock.

According to environmental nonprofit Greenpeace, Bloomsbury has positioned itself as the most environmentally progressive of the major U.K. publishers to date. Other publishers, including Random House and Harper Collins, have so far failed to respond. Greenpeace is campaigning to get the book industry to stop sourcing paper from ancient forest regions and move towards using 100% ancient forest friendly paper.

Belinda Fletcher, Greenpeace forest campaigner said, "By publishing the forthcoming Harry Potter on a 30% FSC certified paper, Bloomsbury has thrown down the gauntlet to less progressive publishers, like Random House and Harper Collins, who have, so far failed to act. It is now up to other major U.K. publishers to start responding to Bloomsbury's lead."

She continued, "We welcome the efforts that Bloomsbury have made and look forward to them moving towards 100% ancient forest friendly papers for all future Harry Potter print runs and their other titles."

Last summer Bloomsbury made an initial step towards going ancient forest friendly by printing the children's and adult's versions of the paperback of Harry Potter and the Order of the Phoenix on 10% and 20% recycled paper respectively.