GVH analysis examining “green” marketing messages with an international focus

By: Trademagazin Date: 2024. 01. 25. 12:11

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The findings of the market analysis of the Economic Competition Authority (GVH), in which the competition authority’s investigators scrutinized claims related to environmental protection, are forward-looking at the international level as well – it was revealed at the GVH’s English-language workshop. In the study published in mid-January, the GVH investigators came to the conclusion that in many cases the green claims used by businesses are unclear and confusing, and a significant number of consumers are not aware of the exact content and meaning of the individual claims and markings.

For the widest possible use of the market analysis published on January 11, 2024, and to discuss the growing role of consumer protection law enforcement in the green transition, on January 24, 2024, the GVH will hold an online, English-language, “Green claims: consumer perception, developments and guidance” organized a panel discussion.

At the workshop, experts from GVH and a researcher from Eötvös Loránd University (ELTE) explained in detail the findings and recommendations of the market analysis examining environmental claims made public in January. The international participants of the panel (one professional leader of the British and Polish competition authorities each) presented the experiences of their own competition authorities, closed and ongoing cases on the subject, and explained the main points of their guidelines regarding green claims.