V. ENVIRONMENTAL ADVERTISEMENTS
Environmental advertisements must not undermine public trust in appropriately performed activities undertaken within the framework of environmental care. The message of environmental advertisements must not be factually inaccurate, unmeasurable or unverifiable.
- Environmental advertisements should be written in an explicit, simple and understandable language. Environmental or scientific terms may be used in an environmental advertisement provided that they are material to the overall message and understandable for the average recipient.
- Environmental advertisements relating to the future environmental impact must be based on clear, objective goals, aspirations and commitments.
- Environmental advertisements should not present the requirements imposed by law on all products in a given product category, or any features otherwise common to all products in the same category, as distinguishing features unique for the advertiser’s offer.
- If the truthfulness of an environmental advertisement depends on the existence of certain conditions or reservations, these conditions or reservations should be indicated in the advertisement.
- Environmental advertisements should refer to a specific product or activity of the advertiser, and in its message the environmental advertisement must not extend the advertising effect to the entire activity of the advertiser in an unfounded or unverifiable manner.
- Environmental advertisements of a product should be different from environmental advertisements relating to the advertiser’s operations, practices and sustainability policies.
Environmental ads should be evaluated on a case-by-case basis, from the perspective of the recipient and taking into account the social, cultural and linguistic factors of the market in which they will be broadcast.
The environmental benefits of a given product indicated or depicted in an advertisement must be related to the product’s characteristics. Where environmental benefits relate to characteristics that occur periodically at a particular stage or stages of a product’s life cycle, the advertisement must inform the recipient thereof.
The general presentation of the subject of the environmental advertisement, its individual elements and the information on its subject must not be misleading about the existence of environmental benefits concerning the subject.
- Environmental advertisements, including, without limitation, the wording used in them that refers to environmental impact, should be justified in a way that is understandable to the recipient. The justification should be based on verifiable evidence, taking into account the state of knowledge, including, without limitation, scientific or specialized knowledge, on the subject relevant to the advertisement on the date of its broadcast.
- Information referring to waste management may be included in an advertisement only if the recommended waste sorting, collecting, recycling or disposal method is understandable and easily accessible for the recipient. Otherwise, the advertisement must explicitly and in an understandable manner indicate the manner and scope of access to the indicated methods.
If environmental advertisements contain comparisons, including general comparisons or comparisons to other products, then only products or services that perform the same function may be compared. Environmental advertisements may compare one or more material, relevant, verifiable and representative features of these products. Environmental advertisements should indicate the comparison criteria that have been adopted. The same scientifically valid methods and criteria of comparison should be applied to assess in a consistent manner all products being compared.