Validity Of Trademarks For Green Labels

Green labels can substantiate sustainability claims through two ways. First, by the use of collective marks such as "Ecomark" or "Rainforest Alliance". Secondly, through individual brand names which espouse eco-friendliness such as "Mama Earth" or "Earth Rhythm" or "No Nasties". The article focuses on the latter of these ways i.e., the use of individual product or service trademarks to espouse eco-friendliness. Products and services trademark use wordmark or picture mark to make sustainable claims. Common words include "Eco", "nature", "green", "earth" or "organic" either being used as moniker or as a prefix or suffix to another word. Using pictures or graphics of plants or clean water is also regularly used to promote eco-friendliness.