SINGAPORE: “Eco-friendly”, “Green”, “Sustainable” — When it comes to products with such labels, do you instantly assume you’re buying something that protects the earth? As it turns out, you probably shouldn’t be so quick to judge a product by its label. According to a recent study by CCCS-NUS, more than 50 per cent of so-called “ec0-friendly” products that are sold online lack the backing to be given such a label.
Researchers from the Centre for Governance and Sustainability at the National University of Singapore Business School were awarded a grant by the Competition and Consumer Commission of Singapore (“CCCS”) in an effort to study a type of conduct called “greenwashing” on online stores in Singapore.
Greenwashing occurs when a product is made to seem more environmentally friendly than it is. The same goes for a company’s practices. In the study, 51 per cent of the surveyed online product claims “were found to be vague with insufficient elaboration or details to support the claims.” Another significant finding was that 14 per cent of the surveyed online product claims “use technical language that made it difficult for consumers to understand or verify the claim.”
According to CCCS, labels “such as ‘environmentally friendly’, ‘eco-friendly’, ‘green’, ‘sustainable’, ‘good for the Earth’, ‘natural’, ‘conscious’, and ‘responsible’ are vague and prone to overstatement or exaggeration as to the actual environmental benefits of the product.”
Given these significant findings, CCCS has left suppliers with a few recommendations. Concerning vague claims related to the environment, companies are advised to be specific by including accurate and clear information supporting their labels. They are also advised to refrain from giving the impression that the product is more environmentally friendly than it is. CCCS also advised them to ensure that each environmental claim can be backed up by sound and valid evidence.
With regard to the use of technical jargon, CCCS has urged companies to utilise simpler language that consumers can better understand. They were also encouraged to provide explanations and the implications of technical language.
CCCS also recommended that consumers make an effort to consult the Annex developed by CCCs in collaboration with the Consumers Association of Singapore (“CASE”). Consumers were also encouraged to report to CASE or even to the Advertising Standards Authority of Singapore (“ASAS”) about products that use environmentally friendly claims that may potentially be false or misleading to consumers.
Given this information, the next time you shop, remember to have your wits about you and make sure you do your due diligence as a responsible consumer.