Rulings in Greenwashing Cases
For a long time, the focus on greenwashing has grown and grown.
More and more companies have become aware of the rules and legislation and have altered their communication to comply with the rules.
But for just as long, we have waited and anticipated rulings in greenwashing cases. Consequences of non-compliant communication.
Now they’re here.
Since fall last year, the Danish consumer ombudsman has made a number of rulings, and simultaneously announced that she is not slowing down.
The focus will continue to grow as more resources have been granted to the handling of misleading green claims.
First, let us have a look at some of the cases we have seen so far:
In early December 2022, a Danish children’s wear company was fined for calling a swim ring environmentally friendly.
The swim ring was made from PVC, a material known to be environmentally damaging. The fine was at 25,000 DKK, around 3400 EUR. The case received a fair amount of media attention because it is one of the first fines we have seen yet.
Later in December 2022, five companies received public notice for greenwashing, and this time the focus was on the use of the word sustainable in the description of their products.
One of the companies sold clothes made from organic cotton, recycled polyester and Lenzing EcoVero Viscose.
Another sold reusable water bottles made from BPA free stainless steel. This did not qualify the products as being sustainable.
Others simply failed to tell why they were using the term altogether.
In 2023, we have so far seen cases directed at petrol and car companies.
The petrol company called their fuel climate diesel, despite the fact that only 25% of it was biofuel.
Two car companies advertised their cars as hybrid and environmentally correct despite one being a mild-hybrid, and the other only being able to run for 50 kilometres before needing to be recharged.
The consumer ombudsman has publicly stated that they will not refrain from reporting companies to the police.
Meanwhile, cases are receiving more and more media attention, resulting in bad publicity for the companies involved.
If you haven’t already done so, it is time to look at your communication and marketing and make sure you are living up to the rules and regulations.
We recommend giving our webinar from last spring a look if you need to touch up on the rules.
If you want to make sure your whole communication and marketing team know how to work with sustainability claims in a compliant manner, we have an excellent workshop to offer.
Read more about our greenwashing workshop here.