Harry Potter's next adventures will see the much loved magical scamp turn his back on recycled paper.
Publisher Bloomsbury has announced that the next book in the massive-selling series from author JK Rowling will be printed on 100% virgin paper.
This is despite last summer's paperback editions of Harry Potter and the Order of the Phoenix being printed on paper with up to 20% recycled content.
That is any paper that is recycled, or from trees certified by the Forest Stewardship Council (FSC) as being managed in a socially and environmentally responsible way.
Harry Potter and the Half Blood Prince will be printed on virgin paper, 30% of which will come from FSC-certified sources.
Greenpeace forest campaigner Belinda Fletcher said: "We welcome the efforts Bloomsbury has made, and look forward to them moving towards 100% ancient-forest friendly paper.
"We want to see much higher levels of recycled material from all publishers."
Bloomsbury's announcement came as Recycle Now marked World Book Day yesterday with a call for people to recycle books.
The national communications campaign asked people to pass their novels on to friends, charity shops or recycling centres.