Green expo greenwashing presentation
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Transcript of Green expo greenwashing presentation
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Risks and Risk Management
Presented by:David M. Scott, LEED®AP
GREENWASHING
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We’re greener than green!
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TerraChoice researchers surveyed more than 18,000 advertisements. The ones that made environmental claims were counted and described as a percentage of the total number of advertisements.
Source: Environmental Claims in Consumer Markets, TerraChoice Environmental Marketing, 2009
“Green” Advertisements on the Rise
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Green·wash (grēn'wŏsh', -wôsh') – verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service
Source: Scot Case, TerraChoice Environmental Marketing
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“The Seven Sins of Greenwashing”
1. Sin of the Hidden Trade-Off
2. Sin of No Proof
3. Sin of Vagueness
4. Sin of Irrelevance
5. Sin of Fibbing
6. Sin of Lesser of Two Evils
7. Sin of Worshipping False Labels
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1. The Sin of the Hidden Trade Off
Definition: Claiming a product is “green” based on one attribute
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Definition: Claim that cannot be substantiated by readily accessible information or a reliable third party certification.
2. Sin of No Proof
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Definition: Claim that is poorly defined or so broad that it is often misunderstood by the consumer.
3. Sin of Vagueness
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Definition: Claim that may be truthful but is
unimportant or unhelpful for consumers seeking
environmentally preferable products.
4. Sin of Irrelevance
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Definition: Claims are false.
5. Sin of Fibbing
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Definition: Claim that may be true but distracts
consumer from greater environmental impacts of
category as a whole.
6. Sin of Lesser of Two Evils
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Definition: Claim that gives the impression of a third party endorsement where no such label exists
Examples:
- Image that looks like an official seal of approval
7. Sin of Worshipping False Labels
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Sins of the Seven Sins?
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Greenwashing Litigation
Koh v. SC Johnson & Son, Inc., Case No. 09-00927 (N.D. Cal. 2009)
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Greenwashing Litigation
Paduano v. American Honda Motor Co., Inc.,169 Cal. App.4th 1453 (Cal. App. 4th Dist. 2009)
Mendez v. Intel, Case No. CV-09-2889 (N.D. Cal. 2009)
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The FTC enforces Section 5 of the FTC Act, which generally prohibits "unfair or deceptive acts or practices," including advertising that is false or misleading. .”
The Federal Trade Commission
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Crime and Punishment
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3rd Party Verifications for Products
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3rd Party Verifications for Products
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We’re greener than green!