Most Green Marketing Claims Aren’t True, Says New Report
19th November 2007 by Sarah Whitworth
The overwhelming majority of environmental marketing claims in North America are inaccurate, inappropriate, or unsubstantiated, according to a comprehensive survey released today.
The report identified six types of labeling problems. They include claims that had no proof to back up their assertions, claims that are so vague that their meaning is likely to be misunderstood by consumers, claims that are irrelevant to their respective products, claims that are technically true but distract consumers from a product’s real problems, and claims that misuse or misrepresent certification by an independent authority.
