"KFTC Strengthens Measures Against Greenwashing with Revised Guidelines"
The Korea Fair Trade Commission (KFTC) has taken significant steps to counter "greenwashing" by amending the Guidelines for the Examination of Environmentally Related Displays and Advertisements. Effective since September, these revisions are designed to prevent deceptive practices where non-eco-friendly products are falsely marketed as environmentally friendly.
The amendments focus on enhancing the integrity of the product life cycle, stipulating that if the overall environmental impact, considering the entire life cycle, is negative, products cannot be labeled as eco-friendly. Businesses displaying future environmental goals or brands must adhere to specific criteria, including having an implementation plan, allocated resources, and measurable goals.
Additionally, the KFTC introduced a simplified "self-checklist" to help businesses assess compliance independently. The ultimate goal is to reduce instances of greenwashing, provide clear standards, and empower consumers to make informed choices regarding eco-friendly products.
To further educate consumers, the KFTC distributed a card news to the 'Consumer 24' website, highlighting precautions against greenwashing. Emphasizing the importance of scrutinizing vague expressions and images, consumers are encouraged to check for specific scope and basis in eco-friendly labels and advertisements.
Frequently Asked Questions (FAQ):
What is greenwashing?
- Greenwashing refers to the deceptive practice of labeling and advertising non-eco-friendly products as if they were environmentally friendly. The term combines "green" and "white washing."
When did the revisions to the Guidelines for the Examination of Environmentally Related Displays and Advertisements take effect?
- The revisions have been in effect since September.
What is the principle of life cycle integrity, and how does it relate to the revisions?
- The principle of life cycle integrity clarifies that even if environmental performance improves in some stages, products cannot be labeled and advertised as eco-friendly if the overall life cycle impact, including acquisition, production, distribution, use, and disposal of raw materials, is negative.
What are the criteria for businesses displaying environmental goals, plans, or brands?
- Businesses must have a specific implementation plan, allocate necessary resources, and establish measurable goals and deadlines when displaying future environmental goals or plans. Misleading advertising, such as attributing environmental attributes to all products when only some possess them, is prohibited.
What is the purpose of the simplified "self-checklist" introduced by the KFTC?
- The self-checklist allows businesses to assess their compliance with the guidelines independently, helping to prevent unintentional violations.
How does the KFTC aim to educate consumers about greenwashing?
- The KFTC distributed a card news containing consumer precautions to the 'Consumer 24' website, emphasizing the need for consumers to be cautious of vague expressions and images, and to check for specific scope and basis in eco-friendly labels and advertisements.
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