Electronic Parts/Guidelines - infoHouse

5.0 Truth in Advertising
5.1 Introduction
5.1.1 Abstract
Environmental advertising and labeling has become very complex. Many organizations and legislative
bodies have tried to influence and/or control the use by industry of "green" environmental advertising
and labeling. Numerous companies have been forced to change their labeling and/or advertising
because their environmental claims were unsubstantiated.
5.1.2 Purpose
The purpose of this chapter is to provide an overview of current legislation and to provide guidelines
for environmental labeling of IBM product packaging.
5.2 Environmental Marketing Guideline Application
5.2.1 Environmental Marketing Guidance
Generally all regulations to influence industries use of environmental claims are voluntary. These reg-
ulations and guidelines apply to:
environmental claims that appear in labeling, advertising, promotional materials and other mar-
keting formats;
direct assertions of environmental benefits and implied environmental claims;
claims made in words, symbols, emblems, logos, pictures, product brand names and by any other
means;
claims made about products, packages or both; and
claims for items advertised and sold for personal, commercial, institutional and industry use.
The above guidelines apply to both general advertising and specific terms frequently used in environ-
mental advertising.
5.2.2 Environmental Marketing Claims
General Envlronmental Baneffts: It is deceptive to make broad, unqualified claims of environmental
benefit. All general assertions of environmental benefit, whether direct or implied, must be fully sub-
stantiated or avoided altogether. Examples of general claims are "environmentally friendly" and "envi-
ronmentally safe".
DegradablelBiodegradablelPhotodegradable: It is deceptive to make unqualified claims that packages
are degradable unless the claims can be scientifically substantiated. This claim should be made only
about packaging that can degrade in its customary place of disposal. For example, if an item is
usually disposed of in a sanitary landfill, and will degrade only when exposed to light and water or if
buried in soil, it should not be advertised as being degradable.