The U.S. Federal Trade Commission Guides for the Use of Environmental Marketing Claims

The U.S. Federal Trade Commission's Guides for the Use of Environmental Marketing Claims (Green Guides) are the centerpiece of the agency's environmental marketing efforts. The Green Guides help marketers avoid making false or misleading green claims by explaining how consumers understand commonly used terms, such as "biodegradable" and "recyclable," and by describing the basic elements needed to substantiate those claims. The complete text of the guide can be found here.

Here are some highlights and particular factors to consider when labeling cookware and bakeware with environmental claims.

Claims should be substantiated. As with all advertising claims, the producer should substantiate thoroughly any claims made for the product. This substantiation should be accomplished before the product is placed into the marketplace, not after.

An environmental claim should not overstate the environmental attribute of benefit expressly or by implication. Marketers should avoid the implication of significant environmental benefit if in fact the benefit is negligible. For example, a packaged labeled 50% more recycled content than before when the increased recycled content of the product increased from 2 percent to 3 percent would create a false impression.

Comparative claims should be presented in a manner that makes the basis for the comparison clear to avoid consumer deception. For example, a product claiming that "less energy used to produce this product" should in fact be substantiated and qualified. Less energy than what? The previous product? A competitive product?

It is deceptive to misrepresent, directly or by implication that a product, package or service offers a general environmental benefit. Every claim must be substantiated. For example, a brand such as "Eco-Safe" would be deceptive if it leads consumers to believe that the product has environmental benefits when, in fact, there is no substantiation as to any benefits the product has for the environment. Examples of other potentially problematic statements would include: "environmentally safe," "environmentally friendly," "non-toxic," or "earth smart".

Compliments of the Retailer Buyer's Learning Tools from the Cookware Manufacturers Association
 
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美国联邦商务委员会有关环保声明使用指南

美国联邦商务委员会有关环保声明使用指南(绿色指南)是此机构环保营销的主要规定。绿色指南通过解释消费者如何理解日常使用术语(如“可生物降解”、“可再循环”) 以及对用于证实上述声明的基本要素进行解释,从而帮助市场营销人员避免制造虚假或误导性的绿色声明。点击以阅读指南全文。以下为在炊具与烘焙用具中贴环保声明时需要考虑的重要因素以及特殊因素。

声明应经证实。与所有广告声明相同,制造商应完全证实此产品的任何声明。并且应在产品投入市场之前(而不是投入市场之后)予以证实。

环保声明不应经直接或间接地夸大其环保属性。如果产品的环保属性微不足道,营销人员应避免宣扬产品显著的环境效益。比如某一包装上标明与之前产品相比含有50%的更多可回收物质,但产品中所增加的可回收物质也就从百分之二增长到了百分之三的话,那么这一声明将会制造假象。

比较声明应明确对比对象以避免欺骗消费者。例如,声称“生产节能”的产品应经证实其合格性。其对比对象是什么?先前的产品?同类产品?

直接或间接地歪曲报道某产品、包装或服务有益于环境是欺骗性行为。每项声明都应得到证实。例如,“Eco-Safe”(环境安全)的标识让消费者相信此产品有益于环境,但是这种产品实际上并未经证实其对环境有何益处,则此标识带有欺骗性质。具有潜在不确定性的其他标识包括:“environmentally safe”(环境安全)、“ environmentally friendly”(环境友好)、“non-toxic”(无毒)、或“earth smart”(地球智能)。

以上讯息出自于炊具生产协会(CMA)提供给零售买家使用方法

 
 
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