Green marketing Claims &emdash; what do they mean?

Trade Practices Commission

A guideline for consumers on environmental claims in marketing

Claims like 'environmentally friendly', 'ozonesafe' and 'dolphin safe' abound on products as diverse as shaving cream and tuna.

As Australians have become more conscious of the environment, marketers have developed new products and changed existing ones. They have also put new labels on products claiming various environmental benefits.

Some of their claims may be confusing. Others may even be misleading.

There are a lot of grey areas in 'green' marketing.

The Trade Practices Commission has issued a guideline warning manufacturers, importers and marketers to take care with such claims.

The guideline will help to ensure that consumers and ethical marketers are not disadvantaged by false or misleading claims about the environmental impact of products.

What do the claims really mean?

As a concerned consumer you can play a role.

Before you choose, or pay more for, a product that is claimed to be good for the environment, ask yourself 'What do the claims really mean?

This checklist will help you to make the best choice.

Vague terms

Some products are promoted with vague terms like 'environmentally safe', 'environmentally', 'friendly' or 'green'.

Can the manufacturer back up any claims made about environmental benefits?

Graphics

Some have pictures of forests, the earth, or endangered species without any explanation. Ask yourself if these images mean anything.

Is the product any better for the environment than competing brands? Look for something which explains why the image is there.

Explanations

Is there a clear explanation of what exactly is environmentally good about the product? All claims should be spelled out in language you can understand.

For example, a claim that a detergent is'phosphate-free' should explain the possible bad effect of phosphate&emdash;eg itpromotes the growth of algae which can clog up rivers.

Linked claims

Are the environmental claims linked to some product&emdash;eg extraction, transportation, manufacture, use, packaging or disposal of the product?

A product with some good environmental features might still be hammful.

For example, a disposable nappy might be made of wood fibre that is not chlorine-bleached &emdash;but it could be difficult to dispose of its plastic liner and packet.

Who says its good

Almost all products have some adverse impact on the environment either in their manufacture, packaging, use, or disposal.

Biodegradability

'Biodegradability' is beneficial only if a product breaks down in a reasonable time and into residues that do not harm the environment.

Look for details, eg a list of ingredients or specific claims about envirinmental benefits, when deciding what to buy.

What consumers want to know is

• how long does it take and what is left?

Ask yourself whether claims about biodegradability really tell you anything about

Is it a real benefit?

Are the claims made in an appropriate context or setting? For example, it would be misleading to claim that a product was 'not tested on animals' if neither it nor others like it had ever been

Endorsements

Some products carry endorsements by either govemment or private schemes. Check to see that claims include:

• the grounds on which the feature of the endorsement was given-
• how the products will help the environment
• the nature of the scheme itself.

What the Trade Practices Act says

The Trade Practices Act prohibits conduct that is misleading or deceptive or is likely to mislead or deceive.

It is an offence for a firm to falsely represent that goods are of a particular standard, quality, value, grade, composition, style or model or have had a particular history or previous use.

It is also an offence to indicate that goods or services have approval or sponsorship that they do not have.

If you have doubts about environmental claims on a product, write to the manufacturer for clarification.

Further Information

For furhter information or to lodge a complaint ring the Trade Practices Commission's national greenline 008 802715

or write to

Many manufacturers making environmental claims publish a toll-free information number on their packaging. Try ringing these numbers to check out the claims.

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