The Consumer Ombudsman has sent drafts of a quick guide on green marketing for consultation to help companies avoid smoking in the greenwashing trap. This is against the background that the Consumer Ombudsman has received many complaints about green marketing that have been found to be unsubstantiated or otherwise misleading, with several leading to pending cases.
The quick guide aims to make it easier to familiarise yourself with the marketing requirements for the use of green claims in marketing. The guide includes a number of examples of when it violates the Marketing Act to write positively about or otherwise give a positive impression of a product's impact on the environment.
Greenwashing is a now well-known phenomenon in which companies, in their attempts to communicate green and sustainable actions, intentionally or unintentionally mislead consumers. Co:PLAY spoke about this recently at a webinar hosted by the Confederation of Danish Industry.
At CO:PLAY, we advise companies on the marketing issues that may arise from the use of green claims in marketing.
Heidi Højmark Helveg
Mobile: +45 3079 2400
Email: hhh@coplay.law
Line Forsberg Andersen
Mobile: +45 2619 4966
Email: lfp@coplay.law
