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Competition Bureau Issues [Guidelines for Green Marketing]
Competition Bureau Issues Guidelines for Green Marketing The Competition Bureau, in collaboration with the Canadian Standards Association, has released guidelines that provide the business community with the tools to ensure that green marketing is not misleading, while providing consumers with greater assurance about the accuracy of environmental claims.STORY IN BRIEF
The Guide address a number of commonly used green claims and provides examples of best practices on how claims can be used by businesses.
A one-year transition phase will allow legitimate businesses to change their marketing practices.
The Guide will be used by the Competition Bureau to assess environmental advertising that raise concerns under its legislative mandate. RELATED ARTICLES AND BLOGS:Who is the Better World Consumer?How Green is Your Supply Chain?When Green Isn't GreenFULL TEXT CONTINUED: Environmental Claims: A Guide for Industry and Advertisers addresses a number of commonly used green claims and provides examples of best practices on how such claims can used by businesses to comply with the false or misleading provisions of the laws enforced by the Competition Bureau. Among other practices, the Guide states that:
The use of vague claims implying general environmental improvement are insufficient and should be avoided.
Environmental claims should be clear, specific, accurate and not misleading.
Environmental claims should be verified and substantiated, prior to being made.
"Consumers should not be misled by false environmental claims," said Sheridan Scott, Commissioner of Competition. "Businesses should not make environmental claims unless they can back them up. In the end, this will benefit legitimate businesses and consumers by bringing greater accuracy in advertising to the marketplace.""Environmental claims are of increasing importance as now and innovative 'green' products appear in the market daily," said Suzanne Kiraly, president, Standards, Canadian Standards Association. "CSA utilized its expertise in developing standards that can assist Canadian businesses and advertisers to make more accurate environmental claims. This will help consumers to make informed choices when purchasing products that claim to have a lower overall impact on the environment."The Bureau recognizes companies may wish to reassess their advertising and labeling in light of the Guide. A one-year transition phase will allow legitimate businesses to change their marketing practices, if necessary, and will also allow the Bureau and CSA to raise awareness and understanding on the new environmental guidelines.During this one-year transition period, the Bureau will not hesitate to pursue egregious cases of deceptive environmental claims.Although the Guide is not law, following the best practices outlined will help businesses to avoid making misleading claims that contravene the laws enforced by the Bureau. The Guide will be used by the Bureau to assess environmental advertising that raise concerns under its legislative mandate.
Competition Bureau Issues Guidelines for Green Marketing The Competition Bureau, in collaboration with the Canadian Standards Association, has released guidelines that provide the business community with the tools to ensure that green marketing is not misleading, while providing consumers with greater assurance about the accuracy of environmental claims.STORY IN BRIEF
The Guide address a number of commonly used green claims and provides examples of best practices on how claims can be used by businesses.
A one-year transition phase will allow legitimate businesses to change their marketing practices.
The Guide will be used by the Competition Bureau to assess environmental advertising that raise concerns under its legislative mandate. RELATED ARTICLES AND BLOGS:Who is the Better World Consumer?How Green is Your Supply Chain?When Green Isn't GreenFULL TEXT CONTINUED: Environmental Claims: A Guide for Industry and Advertisers addresses a number of commonly used green claims and provides examples of best practices on how such claims can used by businesses to comply with the false or misleading provisions of the laws enforced by the Competition Bureau. Among other practices, the Guide states that:
The use of vague claims implying general environmental improvement are insufficient and should be avoided.
Environmental claims should be clear, specific, accurate and not misleading.
Environmental claims should be verified and substantiated, prior to being made.
"Consumers should not be misled by false environmental claims," said Sheridan Scott, Commissioner of Competition. "Businesses should not make environmental claims unless they can back them up. In the end, this will benefit legitimate businesses and consumers by bringing greater accuracy in advertising to the marketplace.""Environmental claims are of increasing importance as now and innovative 'green' products appear in the market daily," said Suzanne Kiraly, president, Standards, Canadian Standards Association. "CSA utilized its expertise in developing standards that can assist Canadian businesses and advertisers to make more accurate environmental claims. This will help consumers to make informed choices when purchasing products that claim to have a lower overall impact on the environment."The Bureau recognizes companies may wish to reassess their advertising and labeling in light of the Guide. A one-year transition phase will allow legitimate businesses to change their marketing practices, if necessary, and will also allow the Bureau and CSA to raise awareness and understanding on the new environmental guidelines.During this one-year transition period, the Bureau will not hesitate to pursue egregious cases of deceptive environmental claims.Although the Guide is not law, following the best practices outlined will help businesses to avoid making misleading claims that contravene the laws enforced by the Bureau. The Guide will be used by the Bureau to assess environmental advertising that raise concerns under its legislative mandate.
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