GreenWASHING<br />Risks and Risk Management<br />Presented by:<br />David M. Scott, LEED®AP<br />
We’re greener than green!<br />
TerraChoice researchers surveyed more than 18,000 advertisements.  The ones that made environmental claims were counted an...
Green·wash (grēn'wŏsh', -wôsh') – verb: the act of misleading consumers regarding the environmental practices of a company...
“The Seven Sins of Greenwashing”<br />1. Sin of the Hidden Trade-Off<br />2. Sin of No Proof<br />3. Sin of Vagueness<br /...
1. The Sin of the Hidden Trade Off<br />Definition: Claiming a product is “green” based on one attribute<br />
2. Sin of No Proof<br />Definition: Claim that cannot be substantiated by readily accessible information or a reliable thi...
3. Sin of Vagueness<br />Definition: Claim that is poorly defined or so broad that it is often misunderstood by the consum...
4. Sin of Irrelevance<br />Definition: Claim that may be truthful but is<br />unimportant or unhelpful for consumers seeki...
5. Sin of Fibbing<br />Definition: Claims are false.<br />
6. Sin of Lesser of Two Evils  <br />Definition: Claim that may be true but distracts<br />consumer from greater environme...
7. Sin of Worshipping False Labels<br />Definition: Claim that gives the impression of a third party endorsement where no ...
Sins of the Seven Sins?<br />
Greenwashing Litigation<br />Koh v. SC Johnson & Son, Inc., <br />Case No. 09-00927 (N.D. Cal. 2009)<br />
Greenwashing Litigation<br />Paduano v. American Honda Motor Co., Inc.,169 Cal. App.4th 1453 (Cal. App. 4th Dist. 2009)<br...
The Federal Trade Commission<br />The FTC enforces Section 5 of the FTC Act, which generally prohibits "unfair or deceptiv...
Crime and Punishment<br />
3rd Party Verifications for Products <br />
3rd Party Verifications for Products <br />
We’re greener than green!<br />
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Greenwashing Risks and Risk Management - presented by David M.Scott, LEED®AP - Green Expo 2010

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Green expo greenwashing presentation

  1. 1. GreenWASHING<br />Risks and Risk Management<br />Presented by:<br />David M. Scott, LEED®AP<br />
  2. 2. We’re greener than green!<br />
  3. 3. TerraChoice researchers surveyed more than 18,000 advertisements. The ones that made environmental claims were counted and described as a percentage of the total number of advertisements.<br />Source: Environmental Claims in Consumer Markets, TerraChoice Environmental Marketing, 2009<br />“Green” Advertisements on the Rise<br />
  4. 4. Green·wash (grēn'wŏsh', -wôsh') – verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service<br />Source: Scot Case, TerraChoice Environmental Marketing<br />
  5. 5. “The Seven Sins of Greenwashing”<br />1. Sin of the Hidden Trade-Off<br />2. Sin of No Proof<br />3. Sin of Vagueness<br />4. Sin of Irrelevance<br />5. Sin of Fibbing<br />6. Sin of Lesser of Two Evils<br />7. Sin of Worshipping False Labels<br />
  6. 6. 1. The Sin of the Hidden Trade Off<br />Definition: Claiming a product is “green” based on one attribute<br />
  7. 7. 2. Sin of No Proof<br />Definition: Claim that cannot be substantiated by readily accessible information or a reliable third party certification.<br />
  8. 8. 3. Sin of Vagueness<br />Definition: Claim that is poorly defined or so broad that it is often misunderstood by the consumer.<br />
  9. 9. 4. Sin of Irrelevance<br />Definition: Claim that may be truthful but is<br />unimportant or unhelpful for consumers seeking<br />environmentally preferable products.<br />
  10. 10. 5. Sin of Fibbing<br />Definition: Claims are false.<br />
  11. 11. 6. Sin of Lesser of Two Evils <br />Definition: Claim that may be true but distracts<br />consumer from greater environmental impacts of<br />category as a whole.<br />
  12. 12. 7. Sin of Worshipping False Labels<br />Definition: Claim that gives the impression of a third party endorsement where no such label exists<br />Examples:<br /> - Image that looks like an official seal of approval<br />
  13. 13. Sins of the Seven Sins?<br />
  14. 14. Greenwashing Litigation<br />Koh v. SC Johnson & Son, Inc., <br />Case No. 09-00927 (N.D. Cal. 2009)<br />
  15. 15. Greenwashing Litigation<br />Paduano v. American Honda Motor Co., Inc.,169 Cal. App.4th 1453 (Cal. App. 4th Dist. 2009)<br />Mendez v. Intel, Case No. CV-09-2889 (N.D. Cal. 2009) <br />
  16. 16. The Federal Trade Commission<br />The FTC enforces Section 5 of the FTC Act, which generally prohibits "unfair or deceptive acts or practices," including advertising that is false or misleading. .”<br />
  17. 17. Crime and Punishment<br />
  18. 18.
  19. 19. 3rd Party Verifications for Products <br />
  20. 20. 3rd Party Verifications for Products <br />
  21. 21.
  22. 22. We’re greener than green!<br />
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