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4 Jan 2011

Leslie Guevarra, GreenBiz.com

FIJI Water Sued Over Claim That Product is Carbon Negative [USA]

A Southern California woman has sued the FIJI Water Company [part of Roll International] in a class action complaint that alleges the firm's claim of having a carbon-negative product amounts to false and misleading advertising that sways consumers to buy the pricey bottled water...The complaint says: "...reasonable consumers of FIJI water understand Defendants' 'carbon-negative' claim as meaning that FIJI water's current operations remove more carbon from the atmosphere than they release into it. This is simply not the case...[FIJI water's operations] use a discredited carbon accounting method called 'forward crediting'. "To reduce their carbon footprint, corporations purchase carbon 'offset credits,'...a generic term for any tradable...permit representing the right of the purchaser to emit one ton of carbon dioxide."...FIJI Water...did not respond to requests for comment...