Guidelines for making environmental claims

Environmental claims can be a powerful marketing and PR tool. Many consumers consider environmental qualities as a major consideration when evaluating products and services.
 
However, ‘green’ claims need to be true, and they need to be accurate. Here are some guidelines to consider to ensure your organisation’s claims are ethical.
 
✅ Environmental claims should only be made when there is a genuine benefit or advantage. You should not advertise environmental benefits where they are irrelevant, insignificant, or simply the observance of existing law.
 
✅  Don’t overstate environmental benefits. Avoid implying a product has significant environmental benefits if the benefit is negligible. A claim of “now 50% more recycled content” is misleading if the product only had 1% of recycled product in the first place!
 
✅ Claims should relate to the whole product life cycle. There is no point in promoting a product as being environmentally friendly when disposal at the end of its life cycle will cause an adverse environmental impact.
 
✅  Terms like ‘Green’,  ‘Environmentally Friendly’ or ‘Environmentally Safe’ are often vague and convey little information to the consumer. Almost all products have an adverse impact on the environment in their life cycle.
 
Always explain how a product’s qualities are beneficial to the environment. For example, explain how a phosphate-free product is less damaging in river systems because phosphates lead to algal growth, which can clog up and poison rivers.
 
✅  Energy efficiency claims should be quantified by comparison with existing benchmarks or rating systems or be explained in more detail. Simply claiming that a product is ‘energy efficient’ makes it difficult for consumers to compare products, and they may be misled into drawing wrong conclusions about your product.
 
✅ Ensure any claims about a product can be substantiated. Think about how you would answer a query about the environmental benefits you are claiming. What scientific authority could you use to justify the basis of your claim?
 
✅ Use the claim only in an appropriate context or setting. For instance, don’t claim a product isn’t tested on animals if it is a product that would never be tested on animals anyway.
 
 
💡 Observing these guidelines is an ethical action on your part. If you believe marketing claims about environmental benefits are dubious, then say so. It is better to raise your concern now rather than let a customer sue your organization for making false claims. Always insist on proof.
 
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📷 Gary Chan on Unsplash

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