Greenwashing
Greenwashing is the practice of making claims or appeals that appear environmentally conscious while lacking sufficient evidence or failing to accurately reflect reality.
Contents6 sections
Definition and Positioning
Greenwashing is not the name of a certification or a single legal regulation; it is a term for a state in which advertising, labeling, or descriptions related to environmental considerations mislead consumers or business partners. Its scope of appeal is broad, covering fabric, products, packaging, and corporate activities.
The problem is not that environmental impact can never be reduced to zero. The problem arises when, regarding the use of recycled materials, chemical management, emissions reduction, and similar matters, expressions are used that do not show the scope, conditions, or basis and that are understood as being more environmentally responsible than they actually are.
How to Think About Scope and Standards
When making a judgment, confirm the scope of the claim, the basis for comparison, and whether supporting documents exist. For example, the expression “eco-friendly fabric” alone does not make clear whether the evaluation is based on raw materials, spinning, dyeing and finishing, transportation, or product manufacturing.
Even when using certification, the certified scope and the claim must match. It is important not to treat certification at the raw material stage as if it guarantees the environmental performance of the entire fabric or the finished product as a whole.
- Only vague environmental language is used, with no specific initiatives described
- Efforts in part of a process or with part of the raw materials are presented as a characteristic of the entire product
- Reduction is promoted without stating the comparison target, calculation method, or period covered
- Labeling is used without confirming the validity, applicable scope, or covered lot of the certification
Checks for Fabric Procurement and Product Development
When procuring fabric, confirm with the supplier not only the material name and the recycled material blend ratio, but also the applicable product number, color, lot, and process. If it is handled as certified fabric, manage it so the applicable item can be traced in transaction documents as well.
When creating product labels or sales materials, it is necessary not to overinterpret fabric information as information about the entire product. If a feature applies only to the outer fabric, describe it only for the outer fabric and distinguish it from claims about the entire product, including accessories, lining, and finishing.
- Confirm the supplier’s specification sheet, composition information, and the applicable item and validity period of certification documents
- Confirm the recycled material or certified material content ratio and the scope used for that calculation
- Organize information by manufacturing process as needed and keep supporting documents on file
- Cross-check the expressions used on hangtags, product pages, and sales materials in advance
Points to Note for Labeling and Certificates
A certificate does not automatically justify environmental claims. Confirm the issuing body, certification standard, certifier, scope, and validity period, and do not promote performance or environmental advantages not stated on the certificate.
Broad terms such as “sustainable” and “eco” are less likely to cause misunderstanding when used together with specific facts. Since advertising and labeling rules differ depending on the country or region where the information is shown and the sales format, individual confirmation is necessary for exports and cross-border sales.
Differences from Similar Terms
Greenwashing is a concept that questions the appropriateness of environmental claims. Oeko-Tex, GOTS, and GRS are certifications and standards based on certain criteria and procedures, and they are not systems that certify greenwashing itself.
Traceability refers to a state in which the history of raw materials and processes can be tracked. Establishing traceability helps verify the basis for claims, but it does not by itself mean that the environmental impact is low.
Frequently Asked Questions
If recycled polyester is used, can it be labeled as environmentally conscious?
The fact that recycled materials are used should be stated specifically after confirming the applicable material, blend ratio, and supporting documents. However, do not conclude from that fact alone that the entire product is eco-friendly. Clarify the scope as well, including dyeing and finishing and accessories.
If there is a certificate, does that mean it is not greenwashing?
Even with a certificate, if claims are extended to raw materials, processes, or the product as a whole that are outside the certified scope, misunderstandings may arise. It is necessary to confirm the type of certification, the applicable item, the applicable process, and the validity period, and to limit claims to the scope supported by documents.
How should environmental claims be written?
Do not use only broad evaluation terms; present verifiable facts specifically. For example, clearly state the applicable part, material, content ratio, certification name, and scope of application. When showing comparisons or reductions, make sure the comparison target, evaluation method, and period covered can also be explained internally.
