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Vodafone Group and Nestlé have set up panels of experts to double check environmental claims before they appear on products and marketing, a move by the multinationals to avoid allegations of so-called greenwashing.
The U.S. and the European Union are looking to weed out greenwashing, or the practice of companies overstating their efforts to help the planet. The U.S. Federal Trade Commission is updating its environmental marketing guidelines and the EU has proposed that businesses need to offer scientific evidence. Corporate claims related to greenhouse-gas emissions, such as “carbon neutral,” “climate positive” and “net zero,” are especially under the microscope.
The panels at Nestlé and Vodafone are examples of how companies are stepping up their due diligence of green claims in response to mounting scrutiny, tighter regulation, shifting consumer preferences and the threat of lawsuits. The fear is real, with nearly three-quarters of global executives saying that most companies in their industry would be caught greenwashing if they were investigated thoroughly, according to a survey commissioned by Google.
One of the main reasons U.K.-based telecommunications group Vodafone created its panel in 2021 was because of heightened attention from governments, said Joakim Reiter, the company’s chief external and corporate...
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