Big brands under fire for misleading climate promises
In a world where climate change is at the forefront of global concerns, big brands are increasingly using taglines like “climate-controlled,” “recycled,” and “sustainable” to appeal to environmentally conscious consumers. However, these claims are coming under scrutiny from courts and regulators for potentially misleading promises.
According to researchers at the Grantham Research Institute on Climate Change and the Environment, there has been a significant increase in cases of “climate-washing,” where companies make false or exaggerated climate commitments. Between 2020 and 2022, the number of cases challenging the truthfulness of corporate climate commitments more than doubled.
This trend is playing out in several countries this year. In Denmark, a court ruled that Danish Crown, the country’s largest pork producer, was misleading consumers by labeling its pork as “climate-controlled.” Similarly, in Britain, the Competition and Markets Authority found that fast-fashion brands were misleading consumers by labeling products as “recycled” without specifying the actual content.
A Dutch court also recently prohibited KLM from using the slogan “fly responsibly” in its advertisements, while in New York, State Attorney General Letitia James sued meat multinational JBS for making sweeping representations about neutralizing emissions without a viable plan.
These cases reflect a growing trend of using legal avenues to hold companies accountable for their climate claims. Complaints against alleged greenwashing are on the rise, with a database from Columbia University Law School’s Sabin Center for Climate Change Law showing that misleading advertisements are the most common target of climate-related lawsuits against private entities.
As consumer demand for sustainable products grows, companies are facing pressure to meet these expectations. Sales of green or sustainable products in the United States are growing twice as fast as non-green products, particularly among younger and wealthier consumers.
While these lawsuits can hold companies accountable, they also pose a challenge for companies trying to reduce emissions. Some companies may choose to downplay their sustainability efforts to minimize legal risks.
Overall, the trend of challenging misleading climate claims reflects a broader shift towards holding companies accountable for their environmental impact. As consumers become more environmentally conscious, the pressure on companies to deliver on their climate promises will only continue to grow.
