Environmental organisation Total Environment Centre (TEC) has issued a checklist for marketers to help companies avoid ‘greenwash’, the term for false marketing about environmental credentials.
The checklist includes a recommendation for companies to support any green claims with proof and for companies to keep any green claims within the context of its total effectiveness.
“Greenwash needs to be eradicated because what we buy today has consequences for the environment and what we leave future generations,” says Jeff Angel, director of the TEC. “It’s not just about a short term purchasing contract between producer and consumer.”
The centre supports Australian Competition and Consumer Commission (ACCC) action against green misrepresentation but also aims to develop a strong advertising industry code. Ultimately, marketers and advertisers should recognise and stop greenwashing at the source, says Angel. “We don’t want to scare producers from developing green products and advertisers telling people about their benefits. We want producers to regain credibility, and advertisers to help make green products the normal purchase for people.”
Other ‘green’ codes have been released by the ACCC, the Australian Association of National Advertisers and consumer association Choice.
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