Creatives for Climate Collective’s Post

In a new guideline on green marketing the Swiss Unfair Competition Commission established guiding principles for assessing whether green claims made in commercial communications comply with the relevant Swiss legal standards. This new guideline provides important clarification in an environment characterized by legal uncertainty paired with increased scrutiny of companies’ marketing activities.   Baker McKenzie Switzerland`s lawyers Roger Thomi and Fabienne Bretscher, along with trainee lawyer Gabriela Gjokaj provide a summary of the new guideline and explain its background as well as the key take aways in their latest insight article. Read the full article here: https://lnkd.in/gcm4--mw Read the new guideline here (in German): https://lnkd.in/g3y4ZjR3 #BakerMcKenzie #BakerMcKenzieSwitzerland #CompetitionLaw #GreenMarketing #Sustainability #ESG #Greenwashing 

For many consumers, the sustainability and environmental friendliness of products is an important purchase criterion. Companies that offer such products have a legitimate interest in highlighting sustainable and environmentally friendly products in advertising. But there is a fine line between legitimate green claims and unlawful #greenwashing. The Swiss Unfair Competition Commission has provided important clarification on the admissibility of such green marketing claims in a recently published guideline. Together with my colleagues Fabienne Bretscher and Gabriela Gjokaj, I provide and overview on this new guideline and explain the key takeaways. #CompetitionLaw #Advertising #GreenClaims #EnvironmentalClaims

I'm excited to share our latest research on greenwashing, published in the Public Relations Journal. This study, conducted in collaboration with Matthew S. VanDyke funded through the The Arthur W. Page Center for Integrity in Public Communication leverages the motivation-attitude-knowledge model and #InoculationTheory. We investigated the complex issue of greenwashing, exploring its impact on consumer behavior and societal opinions. To do so, we examined the effectiveness of inoculation strategies in combating greenwashing, particularly among knowledge-deficient and highly motivated groups. Our findings highlight the need for tailored communication strategies to address the varying susceptibility levels of different audiences and promote informed decision-making. https://lnkd.in/gvWxDf-N #PublicRelations #Disinformation #Sustainability #Inoculation #LacunaPublics

The latest and helpful guide for marketing and communication teams to eliminate greenwashing 🌱 - the more you know the better you’ll do:

I really enjoyed writing this investigation for DeSmog, on the crazy situation whereby the world’s six big ad/pr companies get high environmental scores giving them access to green finance, while pulling down multi-billion dollar contracts for dozens of fossil fuel polluters! Ad industry insiders are battling for change, and investors are starting to campaign with them. Let me know your thoughts. DeSmog is a top-notch environmental journalism site. The article is Free-to-Air to read at:  https://lnkd.in/eR_m_RmV

Wave goodbye to unfounded, misleading or vague environmental claims! 🖐 With the EU Green Claims Directive shaking up marketing communications for businesses operating in the EU, it's important to be aware of the dos and don'ts - or risk a hefty fine! Our Managing Director, Joanna Stephenson, spoke to Packaging News to raise awareness of the change and give her tips on navigating the directive. #MarketingCommunications #Greenwashing

Green claims (e.g., “sustainable,” “CO2 neutral,” etc.) made by companies in their commercial communications have been subject to increased scrutiny also in Switzerland. Just before Christmas, the Swiss Unfair Competition Commission issued a new guideline on green marketing establishing principles for assessing whether green claims made in commercial communications comply with the relevant Swiss legal standards. This provides important clarity for companies. My colleagues summarize the new guideline and explain its background as well as the key take aways in the legal alert.  

This is a chance to learn about PR and your sustainability story. The anti-greenwashing legislation that took effect in 2022 means that evidence of environmental benefits and transparency of info are of key importance when making environmental claims which makes this PR a little different. #storytelling #greenpr

A good start in 2024 for sustainable #marketing 🇨🇭 ...I believe 🙂 🌱 Companies globally prioritize environmental responsibility, showcasing commitment through trademarks and "green claims." However, the line between genuine sustainability efforts and "green-washing" is thin. 🌍 Recent guidelines from various jurisdictions, including the FTC's Green Guides and the EU Green Claims Directive, aim to prevent misleading environmental claims. Now, the Swiss Unfair Competition Commission has joined in, issuing clear rules for admissible marketing with an environmental focus. 📝 My Baker McKenzie Switzerland friend Eva-Maria Strobel has shared this great summary of the new guidelines, aligning them with international standards like the EU Green Claims Directive. As green claims face increased scrutiny, understanding global compliance is key for successful marketing campaigns. 🤔 Interestingly, #brands are also leveraging trademarks to support social causes. Could we be on the brink of guidelines to prevent "cause-washing" ❓ Stay tuned for updates. FYI Monika Schulze 🌿 Ines Imdahl Yves Zieba #GreenWashing #ESG #Branding #Sustainability #greenclaims #esg #branding #advertising https://lnkd.in/d3rVWK-G

What a morning! Today, I had the opportunity to attend an incredibly informative event on sustainable communication and the EU’s new Green Claims directive hosted by CSR Västsverige.   What we communicate and how we do it- has always been critical. However, concerns about non-compliance with the new directive or stifling our creativity are very real.    Here are some of the biggest takeaways from this morning's presentations.                                    🎯  Clear and transparent! Source your claims and back them up with an accredited verifier.                       🤝 Collaborate! The new law will place more demand on cross-functional working. This means we must collaborate even more to create effective, sustainable communications.                       💥 Be bold but smart: Tailor your communication frameworks to your company’s specific achievements and sustainability directives. Be bold and engaging.    Big thanks to the wonderful folks at CSR Västsverige for organizing such a wonderful event and YESBOX - Home of Entrepreneurs for hosting. #mimbly