BCF Addresses Greenwash Claims in Decorative Coatings
MANCHESTER, UK — The British Coatings Federation (BCF) has launched a new online guide, “Green Claims Guide to Decorative Paints,” to tackle the rising number of green claims emerging in the decorative paints industry. According to the UK Government’s website, green claims (sometimes called “environmental claims” or “eco-friendly claims”) are “claims that show how a product, service, brand or business provides a benefit or is less harmful to the environment.”
In an ever more competitive marketplace, the makers of decorative paints often rely on unique selling points to make their products stand out. Some companies, however, may be misleading consumers with unsubstantiated green claims about their products. BCF reports that a recent international analysis of websites conducted by the Competition and Markets Authority (CMA) found that 40% of green claims made online could be misleading.