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A guide to environmental claims

ham 100% natural, sustainable weed killer or other inspired by nature and improved by science , shampoo Green Energy, an eco-efficiency laundry , or even cookies that preserve the planet ... Copywriters seem caught in a vicious vert'ittude. Whether a fad or not, the swirl of allegations green is definitely there, and consumers seem to like communicating lost.

To help brands build genuine discourse, the National Consumer Council published late 2010 a guide to environmental claims.

It clarifies the 7 environmental claims most commonly used, with definitions and examples: sustainable responsible; Organic, natural, biodegradable, without "substance x" in accordance with regulations .
8 additional allegations will be clarified in a second volume, to be published in 2011.
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This guide has two main purposes. First give the consumer benchmarks to understand these terms and choose knowingly products the most environmentally friendly. But mainly sensitize professionals to the principles of environmental communication honest and accurate.

However this guide is a ... guide, not a bible or even a law to respect. Who uses it? What weight did he deal with abusive speech?

Remember that false advertising is punishable by articles L 121-1 and following of the Consumer Code:

" shall be no advertisement containing any form whatsoever, of
allegations false statements or presentations or likely to mislead
when they relate to one or more items below; existence, nature,
composition, substantial qualities, content in useful principles, cash, Originally
amount, method and date of manufacture, properties, prices and conditions of sale of goods or
services that are advertised, terms of use, results that can be
expected use, patterns or processes of the sale or delivery
services, scope of commitments made by the advertiser, identity, qualifications or skills
the manufacturer, distributors, developers or providers .

Anne Carine Jacoby, a lawyer specializing in property law intellectual and advertising law, recalled when panel discussion on eco-living bleaching Marjolaine as misleading advertising contains a misrepresentation / false advertising as misleading is more subtle because it was based on a subjective. In this case, advertising is not necessarily wrong in the literal sense but can remain sufficiently suggestive to deceive the public.

is why it is so difficult to define where the greenwashing begin and where it stops: each receives information differently his opinions and beliefs ... but also knowledge. This guide is one tool among others to not fall into the greenwashing.