As global heating and other environmental issues have come to the forefront of public consciousness in recent years, consumers have taken a greater interest in the environmental impact of the products they buy and use. Businesses have responded to this concern, with brand owners increasingly highlighting the benign or even beneficial effects their products and services have on the natural world.
However, environmental issues are highly technical and therefore raise a significant risk of confusing and misleading consumers.
Common problems arise from improper use of symbols, unclear or inconsistent use of technical terms, inadequate explanations, and claims that go beyond what the evidence can support.
Greenwashing risks include damage to reputation, adverse publicity, fines, injunctions and upheld Advertising Standards Agency complaints. The UK’s Competition and Markets Authority has published a Green Claims Code and similar guidelines are appearing in across Europe.
