Green advertising is starting to gain more and more importance on product labels and in the media.
It refers to any advertising or labeling that refers to a product or service and its effect on the environment, including production methods, materials used, packaging or recycling options.
According to a local Denver sign company, below are some of the problems green advertising faces.
- The statements contained in this type of advertising are not always true.
Economic operators often rely on the timely improvement of a single attribute of their product or service to show that it respects the environment. However, a general statement can only be based on an examination of the whole life cycle of the product and all its characteristics.
Example: declaring a sign “environmentally friendly and non-polluting” just because it is made from recycling materials can be a bit confusing, because the sustainability of the production process matters just as much.
- It is impossible for consumers to verify that these ads are true.
Checking the effectiveness of a product when using it is relatively easy, but checking whether a product or service is as environmentally friendly and non-polluting as the ad claims requires more knowledge than most consumers have.
Example: even if a signage is labeled as “biodegradable”, most consumers do not know the requirements of the decomposition process, its physical and biological requirements, etc.