Fespa publishes a guide to greenwashing in the printing and visual communications industries. Entitled Understanding and Avoiding Greenwash this document, available to members of the association, has been drawn up to help printers make their environmental claims, in a context of tightening regulations in Europe.
The international trade organization for screen, digital and textile printing justifies this guide on the basis of a number of findings. Over 53% of environmental claims are deemed vague, misleading or unfounded, while 40% are not supported by any evidence. The guide also highlights the proliferation of labels, with over 230 dedicated to sustainability and 100 to green energy in Europe, contributing to a blurred reading for manufacturers and customers alike.
The guide reminds us that accurate claims can be considered misleading if they omit information or exaggerate an environmental benefit. Terms such as "environmentally friendly", "biodegradable" or "compostable" are particularly exposed in the graphics industry.
Regulatory frameworks in Europe require claims to be clear, specific, verifiable and supported by evidence, taking into account the product life cycle. Printers and converters may be required to provide supporting evidence for claims used by their customers.
The guide proposes concrete recommendations, such as the use of recognized certifications, improved internal procedures and better coordination with suppliers.
