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ARTICLE · 27 APRIL 2023

A Fine Line: Green Branding Or Greenwashing?

Smart & Biggar
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Over the past several years, companies across the globe have seen an increasing demand for green and sustainable products and services. This demand has resulted in the rise of "green branding".

CanadaIntellectual Property
Jamie-Lynn Kraft
Jamie-Lynn Kraft
Alexandra Johnson Dingee
Alexandra Johnson Dingee
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Over the past several years, companies across the globe have seen an increasing demand for green and sustainable products and services. This demand has resulted in the rise of "green branding". Green branding is where a company brands itself as environmentally friendly or sustainable in order to appeal to consumers. This branding practice often uses words such as "green" or "sustainable" in association with a brand, whether through a trademark or a slogan.

In January, we shared our Trends, Tips and Traps in Marketing & Advertising Law for 2023. In this IP Update, we explore one of the traps mentioned in the article, namely, environmental claims.

Companies should be aware that there is a fine line between green branding and greenwashing. Greenwashing is a deceptive marketing practice, whereby companies make misleading (which could include exaggerated) or false environmental claims regarding the company's operations, products, or services. Brand owners should

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The preceding is intended as a timely update on Canadian intellectual property and technology law. The content is informational only and does not constitute legal or professional advice. To obtain such advice, please communicate with our offices directly.

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