The purpose of the guidance is to promote the use of clear, accurate and relevant environmental claims in marketing and advertising.
Good environmental claims that accurately convey the environmental attributes of products help consumers to make informed choices. Misleading, false, meaningless or unclear information can result in consumers losing confidence in environmental claims and labels in general, lead to unfair business competition and discourage companies from making truthful claims. So this guidance aims to:
- Support business in making robust environmental claims;
- Give firms confidence that their claims meet good practice standards in the domestic market, Europe and internationally;
- Improve the standard of environmental claims found in the domestic market; and
- Reduce unfair competition by minimising claims that may be unfair or misleading.