A 'green' claim should be…..
This is the nice clear opening sentence of the Green Claims Code, published by the Dept. of the Environment, Transport and the Regions and endorsed by the Confederation of British Industry, the Retail Consortium and the Local Authority Co-ordinating Body on Food and Trading Standards, and launched at a Spring Conference by the Minister, Michael Meacher.
As it says – "Green Claims on products are important because many consumers want guidance about the environmental features of the things they buy, and on how they should use and dispose of products in order to reduce their impact on the environment."
The Code, which is at present only voluntary, covers any claim about the environmental nature of what is being offered at the point of sale. It lists what it should be –
It also lists what a claim should not be, such as vague, ambiguous and misleading.
At its launch the Minister stressed that the Code has been revised and refined during consultation and, as an important milestone, he was eager that it should be implemented. He urged business to take a lead through the supply chain.
Environmental Claims and the Consumer
Ruth Evans, Director of the National Consumer Council explained the background to the preparation of the Code which began with some consumer research and a report by NCC. She gave two examples, still around, which need to be addressed: 'recyclable' as written on a cereal pack, when it may depend upon what facilities are available for recycling that material, and greetings cards made with 'wood pulp from sustainable forests' which cannot be verified. She made clear that compliance with the Code would require the necessary resources for constant monitoring and said that NCC would be carrying out a new shopping survey to measure progress.
Implementing the Code of Practice
Ann Robinson of the Retail Consortium was the next speaker, and she reminded us that it takes time for the products to reach the shelves and customers and that retailers and manufacturers must work together. The following speaker, Alan Knight from B&Q gave particular examples of the sorts of changes they have made. As well as asking their suppliers for evidence of claims, they have actively sought alternative formula and set targets. Further examples following a review of 1000 items by Sainsburys, were explained by Jayn Harding. Subtle changes in wording on labels and working on independent schemes in partnership with package and aerosol providers, for instance, will lead to accurate information offering consumer choice.
CBI endorsement
Janet Asherson of the Confederation of British Industry, welcomed the Code as a vital development of environmental policy. CBI Members would be working on how to define words and provide guidelines. This was echoed by Peter Singleton of the Industry Council for Packaging and the Environment who said that Industry are ready to meet the challenge by exchanging information, discussing potential problems of definition and developing standards.
Positive Changes
Whilst the tone of the Conference was optimistic there remains a lot to do – the consumer and environmental bodies represented thought that Industry could be more positive about implementing the principles of the Code – the procurement policy of retailers and Government departments, for instance.
Group action
Consumer organisations and the media can help inform people and it will be useful if NFCG members look out for claims on products, packs and in advertising in order to monitor the use of the Code.
Sue Payne - Bromley Consumer Group
Return to index for this issue Return to main magazine selector