GVH proposes a multilevel sustainability labelling system

By: Trademagazin editor Date: 2024. 02. 20. 17:10

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Green advertising messages are often unclear and confusing, and a significant proportion of consumers aren’t aware of the exact content and meaning of certain claims and labels – these are some of the issues highlighted by the recently concluded market analysis of the Hungarian Competition Authority (GVH), in which the competition authority’s experts analysed green claims and advertising messages.

This article is available for reading in Trade magazin 2024/2-3

GVH’s research revealed that “green” messages are less common in advertising, appearing mostly on websites and product packaging. The vast majority of claims focus only on packaging, and around 40% of ads with sustainability-themed content focused exclusively on building an environmentally conscious brand image. GVH’s recommendation to legislators is to develop a multilevel, state-regulated labelling system for sustainability and environmental impacts. In the long run, this could increase consumer confidence and help to make choices that are truly beneficial to people and the environment. //