“Greenwashing”, or “greenwashing“, has become an increasingly common practice in the global market, and this has raised concerns, especially in Mexico.
That’s why an initiative was presented in the local Congress aiming to ban this practice. How is this misleading advertising present in sustainable issues and how to identify it.
What is greenwashing
It involves using deceptive marketing strategies to present products or services as eco-friendly when they are not.
The keys to greenwashing.
It involves spreading false or exaggerated environmental claims without scientific support. This includes using terms like “ecological”, “biodegradable”, or “natural” without verifiable certifications, nature images, or green colors on products without reduced environmental impact.
These practices confuse consumers and make it difficult to identify truly sustainable options.
Given the growing interest of consumers in sustainable options, this tactic has raised concerns about its impact on market transparency and consumer trust.
Legislative initiative in Mexico
In response to this phenomenon, an initiative was presented on March 27 by Senator Luis Armando Melgar Bravo to regulate the use of terms such as “green”, “eco”, or “biodegradable” on products.
Furthermore, it proposes adding a paragraph to the Federal Consumer Protection Law (FCPL), regarding deceptive environmental advertising.
This project recently obtained approval from the Consumer Defense Commission of the Senate.
The intention is for the Federal Consumer Protection Agency (Profeco) to be more rigorous in supervising and sanctioning companies that do not comply with this regulation, and consumers will be able to report deceptive practices.
However, regulating greenwashing in Mexico faces several challenges. Currently, there are no clear definitions or nationally recognized certifications to support environmental claims.
The lack of resources in the authorities responsible for monitoring advertising and insufficient consumer education make it difficult to identify and punish these practices.
Directly targeting deceptive advertising.
The expansion of greenwashing
The report Greenwashing Hydra, by Planet Tracker, published in January 2023, addresses this phenomenon and breaks down the strategies companies use to appear more environmentally friendly than they actually are.
It details how companies may engage in greenwashing due to ignorance, but are often incentivized by making their products more appealing, increasing sales, and thus prices.
However, it warns that making a company appear more environmentally sustainable hinders the development of the green economy.
