Many effects of global climate change are already noticeable leading individuals to look for any way they can be more personally sustainable. Eco-friendly branding has been trending in recent years and consumer engagement in these “eco-conscious” products is on the rise.
Brands have begun “selling social awareness” meaning companies can use advertising that supposedly represents their company values. This type of advertising then allows consumers to align themselves with brands that represent their same social values.
By have green packaging and using words like “natural” companies are drawing in customers that are looking for the more environmentally conscious purchase.
Greenwashing is an unfortunate result of this type of advertising where companies will attempt to give the false impression of being eco-friendly in order to draw in customers based on their environmental values.
In a recent article by the New York Times, they discussed some examples of questionable eco branding.
“Cargill turkeys are sourced from “independent family farmers,” Sargento cheeses contain “no antibiotics” and Tyson uses “humane and environmentally responsible production” to raise its chickens while providing workers “a safe work environment.””
The issue is that labels can be misleading and it is difficult to enforce regulatory advertising laws when terms like “natural” are arguably subjective.
Numerous individuals are now taking it into their own hands to hold food and beverage companies accountable for their environmentally conscious claims. According to a study done by law firm Perkins Coie, “Class-action litigation against food and beverage companies hit a record high last year.”
So why is false advertising such an issue in the first place?
Some food labels such as nutrition facts or the USDA Organic label are closely regulated by the U.S. Food and Drug Administration. Advertising about the production of a product is overseen by the Federal Trade Commission (FTC) who are in charge of regulating deceptive marketing practices.
The FTC produces the “Green Guides” to help highlight environmental claims that commonly mislead customers and that should be avoided by businesses. These guides can be helpful, however, they are ineffective in regulating specific company’s false eco-friendly ads.
Until there is more federal oversight on false advertising, advocates are using their individual agency to keep up public pressure and utilize legal activism to hold companies accountable.