Possibly the most used consumer product claim is eco-friendly’ or ‘green’ which are often made as broad statements with no scientific proof to back them up.
The British Coatings Federation (BCF) has launched a new online guide, “Green Claims Guide to Decorative Paints,” to tackle the rising number of green claims emerging in the decorative paints industry.
According to the UK Government’s website, green claims (sometimes called “environmental claims” or “eco-friendly claims”) are “claims that show how a product, service, brand or business provides a benefit or is less harmful to the environment.”
In an ever more competitive marketplace, the makers of decorative paints often rely on unique selling points to make their products stand out. Some companies, however, may be misleading consumers with unsubstantiated green claims about their products. A recent international analysis of websites conducted by the Competition and Markets Authority (CMA) found that 40% of green claims made online could be misleading.
“Non-Toxic,” “Natural,” “Vegan,” “Child and Pet-safe,” “Eco-friendly” and “Organic” – these are just some of the claims that businesses are using to market decorative paint products to consumers. The BCF, the UK’s trade association representing decorative paint manufacturers, are urging consumers to consult BCF’s guide when faced with claims in order to validate them.
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