Marketing communications using environmental claims, also known
as Green Claims, has been a growing trend and, as a consequence,
has had increasing scrutiny.
The Directorate-General for the Consumer (DGC) and the
Portuguese Advertising Self-Regulation entity (ARP) have recently
published a guide on commercial practices for companies
that aim to associate their brands with the theme of
sustainability, in particular with regard to the
environmental aspect, using environmental claims. Moreover, this
guide also provides information for consumers, alerting them on
practices used in environmental claims used in marketing and
advertising.
Green Claims are defined as claims/information conveyed in
commercial communication suggesting that a product or service has a
positive impact or a less harmful impact on the environment,
notably on i) the environment and sustainability; or
related to ii) recycling, energy and water efficiency,
among others.
