Understanding The Carbon Footprint
|
|
Given that global warming and climate change are gaining more attention, a new generation of advertising on the environment, on the issue of cutting carbon dioxide emissions. Consumers have a choice ever greater purchasing carbon offsets, certificates of renewable energy and products “carbon neutral”. This change also means new opportunities for advertising - and new potential legal pitfalls Unvorsichtigen. Offset Carbon and neutrality Trade in Carbon Credits bill is estimated at more than $ 100 million per year and is growing. Here’s how it works: If you polluting emissions into the atmosphere, you can subtract effectively by purchasing “carbon offsets. Carbon Offsets are simply emission reduction credits to the projects to another agency, such as wind farms, Baumpflanzaktion, solar, or projects for energy efficiency. result of the purchase of these credits, you can use your own to reduce net emissions and your impact on climate change. Fixing carbon born chances everywhere. For example, if you buy a Volkswagen, the company is the compensation for emissions from the first year of the car by planting a tree. Dell offers its customers the opportunity to purchase carbon offsets for printers and computers, monitors and passengers on flights Book Expedia.com mismatches can buy a balance between emissions, so that they make air travel. Companies are also carbon offsets to create attributes of the environment for their products through their carbon emissions traces of feet “and to advertise their products as” carbon neutral. “You can buy allegedly example carbon-neutral clothing, fruit, coffee, carpet on the ground and aboard taxi. The last Super Bowl and other major sporting events to all beneficiaries carbon neutral, and more many athletes and celebrities (Brad Pitt, Orlando Bloom and others). Many consumers are most interested in buying the carbon-carbon neutral products and offsets. In the electronics companies are increasingly producers to that person by their products more attractive advertising as such. But the questions and concerns with these products, the claims, for them, and what consumers and businesses, if they actually buy buy Carbon Offsets. If the orientation of the FTC? Currently, the market beyond state control, but this may change. Earlier this year, the Federal Trade Commission (FTC) held its first of a series of consultations to discuss, carbon-neutral, offsets and renewable energy, “says the advertisement. The FTC has the authority to prohibit false, false or misleading advertising, previously issued for the environment and the rules of advertising ( “green” Travel “) in 1992. It transmits to advertising as “green”, “recyclable” and “biodegradable”. The FTC Green Guides have been recently updated in the year 1998, not on recent developments in the “Carbon” claims. The FTC’s plan is it going, comments, such as the updated guidelines for the new field of the environment, advertising. It is not clear how long the update process will take. In the absence of new guidelines At the same time, they must remember that the new allegations relating to the environment of carbon and neutrality in the gaps existing authority of the FTC in advertising, even in the absence of guidelines new or updated . The sale of the company carbon neutral for goods or offsets to answer certain questions and to ensure that their ads are not false or misleading claims to consumers. Regulated “claims” are those that, explicitly or implicitly, at your disposal. The importance of an explicit requirement based on the representations in advertising. Claims are also implicitly by the words or images (for example, to understand what consumers are aware of the importance of the request, even if not explicitly specified). The FTC decides whether an implicit request of the advertising is misleading. A “misleading” is a requirement that is likely to mislead consumers and equipment for their decision to purchase a product or service. As with other advertisements claiming a key factor in the reduction of carbon claims is sufficiently substantiated. Under the legislation, the advertiser has a reasonable basis for advertising claims. For some claims, such as provisions relating to environmental issues and scientific standards required for coverage is that it must be “competent and reliable scientific evidence” was defined as “studies, analyses, studies and other evidence on the basis of knowledge - Doing business in this area, has been implemented and evaluation in an objective manner by persons qualified to do so, with procedures generally accepted in the profession on yield accurate and reliable results. “Yet that is exactly what this means for the neutrality of carbon and offset receivables is a very open question. Currently, the science is linked to carbon reductions, neutrality and evaluation of “foot prints” is uncertain. Experts disagree about the carbon offsets legally reduction of carbon dioxide and other greenhouse gases, and how to measure the level of reductions. In addition, understanding by consumers of advertising terms such as “Carbon offset” and a “climate neutral” is uncertain. For example, if carbon, the offset value of a tree depends on carbon shaft during his lifetime, consumers, whether advertising or explicit be necessary to prevent consumers from confusion or deception? Even more significant is the way in which coal is a reduction of carbon, even if they are legitimate, are measured, monitored and reviewed during this year? Many other issues and problems were revealed. |