abusesaffiliationarrow-downarrow-leftarrow-rightarrow-upattack-typeburgerchevron-downchevron-leftchevron-rightchevron-upClock iconclosedeletedevelopment-povertydiscriminationdollardownloademailenvironmentexternal-linkfacebookfiltergenderglobegroupshealthC4067174-3DD9-4B9E-AD64-284FDAAE6338@1xinformation-outlineinformationinstagraminvestment-trade-globalisationissueslabourlanguagesShapeCombined Shapeline, chart, up, arrow, graphLinkedInlocationmap-pinminusnewsorganisationotheroverviewpluspreviewArtboard 185profilerefreshIconnewssearchsecurityPathStock downStock steadyStock uptagticktooltiptwitteruniversalityweb

5 May 2022

Kate Hawkins, Shannon Uhera, Céline Bey, Gowling WLG

Commentary: Greenwashing - Exploring the risks of misleading environmental marketing

"Greenwashing: Exploring the risks of misleading environmental marketing in the UK, Canada, France and Singapore, 28 Apr 2022

Across several jurisdictions, eco-advertising and green marketing campaigns have become commonplace among businesses of all sizes and in all sectors. Understandably, advertising the environmentally-friendly attributes of a product or service... appeals to consumers' growing concerns for the environment and calls for companies to "go green."

However, positioning products and services as having environmental benefits that don't actually exist can raise myriad legal and reputational concerns. False, misleading, overstated or unsubstantiated environmental advertising (often referred to as "greenwashing") is largely prohibited under laws and standards that regulate areas of consumer protection and advertising. Marketing a product as "eco-friendly," "safe for the environment," or using other descriptors that highlight environmental attributes or benefits that are vague, exaggerated, deceiving, result in misinterpretations or cannot be substantiated can lead to legal consequences. As such, regulators are taking a much tougher stance on greenwashing than ever before.

The following article explores the regulation of greenwashing in the UK, Canada and Singapore, as well as regulators' approach to greenwashing within these jurisdictions and practical tips on what to avoid when looking to attract environmentally conscious consumers...