SW MARCH 2022 WEB | Page 28

BRITISH COATINGS FEDERATION

Industry body takes action on greenwash claims in decorative paints

The British Coatings Federation ( BCF ) have 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 . 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 .
‘ Non-Toxic ’, ‘ Natural ’, ‘ Vegan ’, ‘ Child and Pet-safe ’, Eco-friendly ’ and ‘ Organic ’ – these are just some of the claims that businesses are using to market decorative paint products to consumers . The BCF , the UK ’ s Trade Association representing decorative paint manufacturers , are urging consumers to consult BCF ’ s guide when faced with claims in order to validate them .
BCF Chief Executive Officer Tom Bowtell commented , “ With consumers becoming increasingly more inclined to make more sustainably conscious purchases , BCF are recording increasing numbers of news articles around the subject of ‘ eco-paints ’, as well as reports from our members in the decorative paints industry of emerging companies making unsubstantiated claims . Such claims , if unproven , can be damaging to the decorative paints industry ’ s reputation , as well as misleading consumers .”
BCF ’ s green claims guide breaks down the definitions of some of the most commonly used phrases and buzzwords when marketing decorative paints to consumers . The aim is to create a level playing field within the industry , ensure businesses are complying with the law and that consumers are not being misled .
Possibly the most used consumer product claim is ‘ eco-friendly ’ or ‘ green ’ which are often made as broad statements with no scientific proof to back them up . As descriptors for paint products , these words , often misappropriated from the food industry , are too vague to adequately describe paint . These buzzwords may attract the attention of consumers but are meaningless and often signal little but greenwash .
Another key greenwashing issue the industry faces is ‘ Zero Volatile Organic Compounds ( VOCs )’. BCF takes the position that the use
of the terms ‘ Zero-VOC ’ and ‘ VOC-free ’ are false claims and should not be used in the paint industry .
BCF members have now adopted the use of the statement ‘ TRACE ’ VOC to improve communication to consumers highlighting which products have the lowest levels of VOCs . As the license holders of the industrywide standard VOC Globe scheme , BCF are promoting the new ‘ TRACE ’ globe in the coming months as an alternative to ‘ Zero VOCs ’.
To help businesses understand how to communicate their green credentials while reducing the risk of misleading shoppers , the CMA have published the Green Claims Code . This focuses on 6 principles that are based on existing consumer law and make clear that businesses ‘ must not omit or hide important information ’ and ‘ must consider the full life cycle of the product ’.
BCF ’ s new guide aligns with the CMA ’ s Green Claims Code and welcomes the increased initiative being taken by UK regulators . More action will likely be brought against those not complying with the CMA ’ s Green Claims Code , ASA ’ s Advertising Codes and applicable consumer protection legislation .
To read the Green Claims Guide to Decorative Paints , please visit : www . coatings . org . uk / greenclaims .
26 MARCH 2022 read online : www . surfaceworld . com