Page 7 - BOSS Today Issue 14

Special report Environment

Claiming The

high ground

Let Jane Henderson steer you through the sometimes bewildering

world of environmental claims

laims, claims, and more European Energy label. marketing and advertising same purpose. all government
Cclaims. We live in an age The EU Ecolabel Scheme materials. To complement the procurement has minimum
of claims, it seems – particularly is voluntary, growing year by guidance, a summary ‘quick environmental standards for
environmental ones. But year and is designed to help guide’ gives a brief overview certain types of product.
that’s not surprising really. consumers identify products of the key aspects of a good So claim away – it’s clearly
Environmental or “green” claims with the lowest environmental environmental claim. DEFra’s the thing to do. But if you are
and labels can help purchasers impact. Products with this A Shopper’s Guide to Green making claims that are self-
make informed buying decisions Ecolabel must be independently Labels is a useful publication for declared, to avoid potential
by giving information about assessed and verified against consumers, explaining the more legal action you should make
the environmental impact of predetermined specifications common environmental labels sure such claims are relevant,
products, either on the product before it can be awarded. on products. truthful, accurate, are written
itself or in marketing materials The mandatory European in plain language and can
such as catalogues. By providing Energy label is rather different. Legislation be substantiated. You should
credible information, businesses It is something that requires It is also comforting to know consider too the environmental
not only get to enhance their producers of white goods such that many of these claims are impact of the product
credentials and demonstrate as fridges, washing machines, backed up by legislation. The throughout the phases of its life
that they are acting responsibly. ovens and lamps to show Consumer Protection from cycle – not just its manufacture,
Given that purchasing is one information that helps the Unfair Trading regulations of but also its distribution, in-use
of the most significant things purchaser compare energy 2008 require all information phase and end-of-life disposal.
any organisation does, they efficiency between products. It’s given to consumers to be fair,
can also help the UK as a whole not something manufacturers honest and not misleading. Credible
to reduce its environmental can opt out of. DEFra has no enforcement The best way, in fact, to
impact. If you are confused by all role in relation to misleading make such self-declared
these labels, however, help is claims and labels (except for environmental claims more “To avoid
Honesty at hand. For some years, labelling schemes for which credible is to take a look at
But it’s not always as plain sailing DEFra has published guidance it is responsible, such as the the guidance contained in legal action,
as that. For environmental claims on making product claims. European Ecolabel), but the the international standard ISO make sure
and labels to succeed, they must The government department Department for Business, 14021:2001. Happy reading.
be honest, clearly understood recently updated its publication Innovation and Skills (BIS) does. claims are
and genuinely reflect a benefit Green Claims Guidance, alongside claims, of course, Jane Henderson is an
to the environment. available on its website, there are also environmental environmental consultant with a relevant, truthful,
In addition to self-declared www.defra.gov.uk. It provides performance criteria that wide experience of environmental
claims, there are a number of advice to businesses about are included in many public product stewardship and accurate, and are
voluntary labelling schemes as how to make clear, accurate, procurement specifications. associated ecolabelling schemes.
well as mandatory ones which relevant and substantiated These are similar to those used in written in plain
are well established such as environmental claims on standard labelling schemes, even n For more details visit language.”
the European Ecolabel and the products, services or in if they don’t serve exactly the www.defra.gov.uk

8 BOSS TODAY | September/October 2012 September/October 2012 | BOSS TODAY 9