25 Feb 2022 --- The marketing sector for industries like F&B is rife with misleading and often outright false claims, some of them appealing to “green” credentials that convince consumers products are environmentally friendly. A recent international analysis of websites found that 40% of all green claims, across multiple industries, made online could be misleading.
These marketing trends are, however, backfiring on industry in serious ways. In the past years, a tide of complaints and rulings against companies has forced some major corporations to make public retractions and apologies for deceptive publicizing.
Brands like Innocent Drinks, Oatly, Nutricia and Tony’s Chocolonely have all come under fire for using duplicitous marketing tactics that play on public concern for social and environmental sustainability.
The UK’s Competition & Market Authority (CMA) recently introduced the Green Claims Code (GCC) – a set of guidelines designed to aid industry in ensuring marketing campaigns are honest. Speaking to FoodIngredientsFirst, CMA’s director Cecillia Parker Aranha says the GCC is necessary as the issue of greenwashing has become so prevalent.
“We’re clear that any business that breaks the law risks damaging its reputation with customers and could face action from the CMA. This could include taking a business to court if they break formal promises made to us (often...
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