How to Spot Eco Packaging
The majority of consumers are now seeking out sustainably sourced and widely recycled eco packaging. Given the choice, we are keen to do our bit. However, it’s difficult to understand all the packaging labels! What’s more, many brands suggest green credentials without these being backed up with substance. So, how do we know whether claims are genuine or greenwashing?
Eco Packaging Labels
According to EU research* that has informed the Green Claims Law, 94% of Europeans want to protect the environment. What’s more, many of us understand that changes to our purchasing decisions and recycling habits can, collectively, have a positive impact.
The difficulty is that more than 200 different environmental labels are currently being used on product packaging. Some are becoming familiar symbols, including the recycling arrows, Rainforest Alliance and FSC® certification. However, recognising them all, and knowing what they represent, isn’t straightforward.
The current system makes it easy for unscrupulous brands to put any eco-label on packaging and convince buyers that they are doing their bit, even if they aren’t. Throw in the fact that green leaves and words like ‘responsible’ and ‘nature-inspired’ are cropping up all over the place and it is enough to confuse anyone.
Take the example of the image that we’ve used to illustrate this article. Surrounded by green leaves, it implies eco packaging, but is it? This one is, and as an FSC® certified company, we have the evidence to substantiate our eco claims. However, there is nothing in the image to confirm that.
Green Claims Law
To make it easier for consumers to compare and make informed choices about products and packaging, there are calls for standardisation. An international set of packaging regulations and the same symbols used globally is one way to help consumers.
An EU Green Claims Law is being developed to help address misinformation and ensure consumers receive trustworthy information. The Law proposes to provide criteria that companies have to meet before making environmental claims.
It is also keen to tighten up on claims of carbon reduction measures. The Law suggests that these will be permitted when a company has taken active measures to reduce emissions, but not when offsetting is the only action.
The Law has been presented to the European Parliament, where it will need approval before coming into effect. Managing the implementation, independent verification and management of the Green Claims Law will then become the responsibility of each member nation.
Green Claims Code
Within the UK, we already have the Green Claims Code, which sits within Consumer Protection Law. This encourages brands to only share environmental information that is truthful, accurate, unambiguous, fair and substantiated. They must also reflect the full life cycle of the product or packaging and represent overall impact.
A Green Claims Code checklist** can help you to ensure that your messages are not misleading.
If found to be in breach of Consumer Protection Law, brands can face court proceedings, forced changes to the claim and compensation to negatively affected customers. It’s not worth the risk!
Sustainable Packaging Company
Our team continue to take action to ensure we are a sustainable packaging company. Our Environmental and Social Sustainability Policy is published on our website and we have achieved FSC® certification. However, we continue to monitor, measure and minimise our impact. If you have any questions about our green claims, get in touch. Equally, call our helpful team to discuss your eco packaging requirements on 01296 436888.
* https://ec.europa.eu/commission/presscorner/detail/en/qanda_23_1693
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