Reportajes_322. Por Luiza Bragion Muitas empresas têm visto no cenário da biodiversidade e nos conceitos de desenvolvimento sustentável uma oportunidade de negócio.
A incorporação de modelos sustentáveis de uso e exploração dos recursos pode ser um diferencial capaz de gerar vantagens competitivas. Desse modo, companhias têm procurado integrar os princípios e práticas do desenvolvimento sustentável em seu contexto de negócio, conciliando as dimensões econômica, social e ambiental da sustentabilidade no aproveitamento do potencial da biodiversidade. No Brasil, país com a maior diversidade biológica do mundo e uma das mais ameaçadas do planeta, algumas empresas têm adotado essa prática como um diferencial que gera vantagens competitivas. Esse foi um dos pontos abordados na dissertação de mestrado da bióloga Ana Flávia Ferro, defendida junto ao Instituto de Geociências da Unicamp, em fevereiro deste ano. No entanto, nas estratégias empresariais apontadas acima nem tudo são flores. The Drivers of Greenwashing. 2011gallicano. 7%20-%20Cherry%20Sneirson%20Article. What Is Greenwashing?
Editor's note: The following is an excerpt from Green: Your Place in the New Energy Revolution by Jane and Michael Hoffman.
Greenwashing is what happens when a hopeful public eager to behave responsibly about the environment is presented with "evidence" that makes an industry or a politician seem friendly to the environment when, in fact, the industry or the politician is not as wholly amicable as it or he might be. We touched on this concept when we talked about the Christmas tree-growing industry presenting partial evidence of its ecobenefits—tree farms as carbon sinks—while neglecting to mention the polluting pesticides or harvesting helicopters. Greenwashing is a marketing strategy, and one the public might grow ever more susceptible to as our need for energy expands and the CO2 in our atmosphere continues to accumulate. Let's use the commercials for hydrogen-powered cars that are starting to make appearances on television as an example.
So far, so good. DIREITO. Commerce - Consumer Protection - Better Trading Newsletter. Green-washing – are companies clean when it comes to environmental claims?
“Wipe out your electricity bills”, “100% eco friendly”, “Using only green energy”, “Carbon neutral” – are they all extravagant claims or are businesses making statements like that able to back them up? Under the Australian Consumer Law (ACL) substantiation notices can be issued, which require companies to prove to consumer protection authorities that their advertising is truthful, and the advertised product ‘does what it says on the label’. Misleading consumers with environmental claims that are not true or are only half true in order to sell a product is classed as a false or misleading misrepresentation and misleading or deceptive conduct.Harsh penalties apply if legal action is taken up to $1.1 million for a corporation or $220,000 for an individual.
Prior to the ACL, businesses were often asked to prove that their product worked, on a voluntary basis. Greenwashing. Watch out for ‘green washing’ We’re entering a new green era for products, services, advertising, and the product packing itself, where just saying you’re green or eco-friendly will no longer be good enough, say IP experts.
Consumers have been bombarded with eco-friendly claims for the better part of the last 18 months, and, with so-called green products and services flooding the marketplace, it’s hard for anyone to know what is the real deal anymore. That’s why these new guidelines — more formally known as “Environmental Claims: A guide for industry and advertisers” (available online here ) — are sorely needed, says Susan Vogt, a partner in the Toronto office of Gowling Lafleur Henderson LLP who practises intellectual property law with an emphasis on advertising and marketing law. “The existing guidelines, I believe, date from 1990, maybe 1991, and that’s a long time,” she says. Jennifer McKenzie, with IP firm Bereskin & Parr in Toronto, covers advertisign law in her practice. James E. An End to "Greenwashing?": The Federal Trade Commission's Efforts to "Wash Away" Deceptive Advertising : Fashion Apparel Law Blog.
As it becomes increasingly common to find "green" environmentally-friendly products on retailers’ shelves, the Federal Trade Commission is taking active steps to guarantee the legitimacy of "green" labeling and ensure that such labels do in fact represent accurate descriptions of the products’ environmental benefits.
Consequently, the Federal Trade Commission (FTC) is about to release updated "Green Guides," which are expected to narrowly redefine and limit companies’ and marketers’ abilities to make environmental claims about their products. Once the updated guides are released, they will be the first environmental-marketing guidelines to be issued in the past twelve years. Currently, there are approximately 300 products and packages on the market stamped with environment seals of approval, such as "recyclable" or "chemical free.
" Additionally, the Green Guides are also often enforceable through state law. Greenwashing: can you trust that label? Producers and retailers of everything from toilet paper to homes want you to believe that their product is “green”.
More are “greenwashing” their products. Greenwashing is the misleading claims of environmental benefits attached to a product. It is deceptive marketing designed to portray a product or a company as caring for the environment. Greenwashing%20-%20A%20Guide%20to%20the%20Ethical%20Advertising%20of%20Green%20Products. Chuck Newton: The Greenwashing Law Niche. There are definitely lawsuits that have been filed claiming that companies are making bogus eco-friendly statements about their products, or so-called greenwashing claims.
But, is there a niche practice to be made out of this type of claim? My thought is yes because if nothing else there is a dedicated group of people trying to better the planet by buying green. They rely on the claims of companies that promote their products as green. Solo, Small Firm and General Practice Division. There is no doubt that eco-friendly products have an edge in our eco-conscious society.
We are drawn to products that make us feel good about buying them. Put simply—green is good for business. Nonetheless, consumers are becoming skeptical of these eco-friendly product claims, prompting environmental and consumer rights groups to take steps to expose misleading claims. The term “greenwashing” has been coined to refer to the phenomenon of eco-exaggeration. At its heart, greenwashing is the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service. The Federal Trade Commission’s Green Guides. State laws. Litigation. The FTC has increased its enforcement activities regarding the advertising of green products. In August 2009 the FTC charged four companies selling clothing and other textiles with deceptive labeling and adverting. Private enforcement in the courts.
Grassroots consumer action. GREENWASHING. What Is Greenwashing? Environment. The Sins of Greenwashing: Home and Family Edition. Greenwashing. There are many ways in which corporations greenwash.
The following are the criteria we use in our investigations. Dirty Business Touting an environmental program or product, while the corporation's product or core business is inherently polluting or unsustainable. For example, if a company brags about its boutique green R&D projects but the majority of spending and investment reinforces old, unsustainable, polluting practices. Greenwashing no brasil. Matéria - Os bastidores do seu banco.
Brasil é o país que menos pratica greenwashing. Rótulos mentirosos.
Slide 1. Relatorio_Greenwashing_FINAL. Cidades e Soluções - Estudo sobre maquiagem verde, ou greenwashing, investigou 501 produtos no Brasil. Dossiê Verde /nº8 - Greenwashing(*) no Brasil. The Seven Sins of Greenwashing: Is Everybody Lying? An updated version of the 2007 report The Six Sins of Greenwashing has just been released. And like its predecessor, this version offers sensational findings: of 2,219 products making environmental claims that researchers found in North American retailers, "over 98 percent" committed one of several "sins.
" The 2007 report identified six such sins. This year's edition adds a seventh. I suppose that's what passes for progress these days. First, some background. Late last year, TerraChoice repeated the process, though extended its reach: Its researchers were sent into retailers in the U.S., Canada, the U.K. and Australia.
At first glance, those findings seem dire and depressing. Truth is, there's a little of each going on. First, honor is due. At first glance, TerraChoice's methodology seems reasonable. Greenwashing Index. PUBLICIDADE. Já valem as novas regras contra o “greenwashing” no Brasil. Exemplo de greenwashing mais incrível da televisão brasileira « Atitude Eco – Ativismo e sustentabilidade. Sustentabilidade - Propaganda para ser levada a sério. Segundo o Conar, os anúncios devem refletir a responsabilidade do anunciante para com o meio ambiente e a sustentabilidade e levar em conta os seguintes princípios: 1. Concretude Toda alegação de benefícios socioambientais deve corresponder a práticas concretas.
Sustentabilidade - Emenda ao estatuto da publicidade detalha princípios. Acréscimo ao código da propaganda brasileira esclarece diferenças entre publicidade “da” e “para” a responsabilidade socioambiental; define publicidade de marketing de causas e entra em vigor em 1º de agosto com seguinte texto: Apelos de sustentabilidade É papel da Publicidade não apenas respeitar e distinguir, mas também contribuir para a formação de valores humanos e sociais éticos, responsáveis e solidários. O Conar encoraja toda Publicidade que, ao exercer seu papel institucional ou de negócios, também pode orientar, desenvolver e estimular a sociedade objetivando um futuro sustentável. Regra Geral (1) Para os efeitos deste Anexo, entender-se-á por “Publicidade da Responsabilidade Socioambiental e da Sustentabilidade” toda a publicidade que comunica práticas responsáveis e sustentáveis de empresas, suas marcas, produtos e serviços. 1. 2. 3.
O os selos verdes podem ajudar? Certificação Como os selos verdes podem ajudar? Para fazer as melhores escolhas no ato da compra, além de qualidade e preço, é preciso avaliar a maneira como os produtos foram desenvolvidos para não incentivar a agressão ao meio ambiente e à sua saúde. Por isso, é imprescindível saber o que os selos verdes certificam Manoella Oliveira Edição: Mônica Nunes Para auxiliar o consumidor a fazer a melhor compra, já existem inúmeras certificações que orientam na escolha de produtos de todo tipo.
[img02] {*style:<b>EFICIÊNCIA ENERGÉTICA </b>*}Um dos aspectos mais difundidos da sustentabilidade, a economia de energia, ganhou selos brasileiros que avaliam diferentes setores, como eletrodomésticos, consumo de combustível e construções. CONAR - CONSELHO DE AUTORREGULAMENTAÇÃO PUBLICITÁRIA. CONSUMIDOR. 10_12_13_RSEpesquisa2010_pdf. 16.Greenwash%20e%20a%20Classe%20C_Celso%20Neto%20e%20Maria%20Bacha.