Businesses are making an ever-increasing range of claims about the environmental aspects of products and services. On the positive side, this indicates the growing interest by businesses in this area. However, it can create fertile ground for consumer confusion and, in the worst cases, involve misleading and deceptive conduct in breach of the law.

Environmental claims such as 'biodegradable', 'compostable', or 'recyclable' are powerful selling tools. Images such as the earth or a forest may also be considered a sweeping claim that a product has environmental benefits.

With many consumers keen to make choices that reduce impact on the environment, it's important they get accurate information about these so-called 'green' products and feel confident in the purchasing decisions they make. Businesses that make environmental claims about their products must ensure those representations are accurate, scientifically sound and can be substantiated. Not only is this good business practice, it's the law.

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