When making environmental claims, it’s important to make sure they are clear, truthful and specific—or people may misinterpret the language to mean a package has greater benefits than it actually does. Not only is misleading information unfair to people making purchasing decisions, it can also give rise to legal action.
It is illegal to use phrases such as “eco-friendly” or “green” or imagery that conveys far-reaching environmental benefits or minimal negative environmental impacts unless producers can substantiate all reasonable ways consumers may interpret these claims.
- DO include clear and prominent language limiting the claim (whether it is text or images) to the particular attributes that you can substantiate.
- DO be sure you can substantiate that the attribute provides a net environmental benefit.
- DON’T state or imply any specific benefit that is negligible.
- DON’T allow the context to imply deceptive claims (in other words, take care that people will not infer other benefits than the one stated).