The document provides guidance from the Danish Consumer Ombudsman on making environmental and ethical claims in marketing. It aims to ensure fair marketing practices and compliance with Danish laws. It outlines how to file a complaint. The guidance specifies that environmental claims must be based on life cycle assessments and show significant environmental benefits. Ethical and sustainability claims require documentation against international standards. Certain ecolabels can help document environmental claims if further information is provided.

1. Forbrugerombudsmandens vejledning
om brug af miljømæssige og etiske
påstande mv. i markedsføringen,
januar 2011
Consumer Ombudsman guidance on
the use of environmental and ethical
claims etc. in marketing, January
2011.

2. Consumer Ombudsman
• To ensure that business and trade
complies with the Danish Marketing
Practises Act and the principles of fair
marketing practises
• Negotiation, dialogue and enforcement
• How to lodge a complaint with the
Consumer Ombudsman

3. Greenwashing
Cimber Sterling
retter ind efter Virksomhed
kritik for grøn stopper ”grøn”
markedsføring markedsføring
3

4. History
Increasing consumer demand for ”correct”
products – environmentally, ethical,
climate etc.
Equal competition
Ethical and Environmental Marketing
Claims (1994)
Work starts autumn 2009
38 interested parties involved
From 8 to 40 pages
Published January 2011
Pixi-version in spring

5. General Pre-message
If you are within the framework – OK in
almost all cases
Outside the framework – case-by-case
assessment
You can still be in legal compliance even
outside the framework
No un-true claims
Claims shall be documented if requested

6. The guidance in short
Environment – LCA-based and significant
Climate – only “neutral” if compensated
Ecology
• minimum 95 % of content
• only textiles and cosmetics
• and not “environmentally friendly”
Ethics/sustainability
• Life cycle based
• ISO 26000/DS 49001/DS 49004 as references
• and “Guide to sustainable procurement” if
approved by environment and consumer
organizations

7. Environmental claims
Based on life cycle assessment
Single-standing claims – Among the very
best – and shall be documented on request
Claims with explanation
• Documentation available but not as strict
• The aspect shall be significant to the product
group in a life cycle perspective
• The aspect shall not divert attention from other
significant aspects
• The performance on the aspect shall be specific
to the product

8. Ecolabels
The Flower or the Swan is not reason to
claim “environment friendly” – its
friendlier…
Ecolabels will help documenting a claim
Ecolabel Denmark communication
campaign in 2011
The Swan and the Flower are the only
accepted labels if marketing is done
without further documentation – as they
are based on EU or national legislation i.e.
the Consumer Ombudsman has legal
basis for interaction