”Green” advertising messages are often confusing – the GVH draws attention to this

By: Trademagazin Date: 2023. 02. 23. 11:14

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Based on the rapid investigation of the Economic Competition Office (GVH), in many cases, advertising communications referring to sustainability are not accompanied by easily accessible and relevant support for consumers. At the same time, the GVH also found positive examples among domestic practices.

In November 2022, the national competition authority began a detailed market analysis to reveal the differences between the real content of various sustainability (so-called green) advertising messages and their consumer interpretation. As part of the market analysis, GVH reviewed the communications of 60 domestic websites in February 2023 as part of a comprehensive quick check (so-called sweep). The investigation focused on “green” claims for clothing, cosmetics and cleaning products, as well as the packaging of everyday consumer goods.