The Federal Court of Justice (BGH) demands that companies clearly explain in their advertising how climate neutrality is achieved. In the case of the manufacturer Katjes, which advertised with climate-neutral products, the Frankfurt Competition Centre sued for misleading advertising, as important information about emissions compensation was missing.
๐๐น๐ถ๐บ๐ฎ๐๐ฒ ๐ป๐ฒ๐๐๐ฟ๐ฎ๐น? ๐ค
The Dรผsseldorf Higher Regional Court ruled that consumers understand “climate-neutral” to mean a balanced carbon footprint achieved through offsetting measures. Online information on this was already sufficient. However, the Wettbewerbszentrale demanded that information on climate neutrality must appear directly in the advertising in order to differentiate between actual emissions reduction and offsetting. The Federal Court of Justice ruled in favour of the Wettbewerbszentrale and ordered Katjes to cease and desist the misleading advertising.
๐ฆ๐ถ๐ด๐ป๐ถ๐ณ๐ถ๐ฐ๐ฎ๐ป๐ฐ๐ฒ ๐ณ๐ผ๐ฟ ๐ฐ๐ผ๐บ๐ฝ๐ฎ๐ป๐ถ๐ฒ๐๐
The Karlsruhe Senate criticised the Higher Regional Court for underestimating the risk of misleading information in environmental advertising. Consumers need particularly clear information here, which must be included directly in the advertising. An explanation of the term “climate-neutral” is necessary, as COโ reduction and compensation are not equivalent. Reduction is more important for climate protection, and the supposed climate neutrality significantly influences purchasing decisions.
๐ฆ๐๐ฟ๐ถ๐ฐ๐๐ฒ๐ฟ ๐ฟ๐๐น๐ฒ๐โ๏ธ
Katjes had already prepared itself for stricter regulations and used the term “climate neutral” because the company wanted to reduce emissions and make high compensation payments. Katjes spokesman Pascal Bua said that this had previously been permitted, but could change due to new BGH rulings.
Stricter rules for environmental advertising are also being discussed at EU level. Companies should use clear criteria and the latest scientific findings for their environmental claims. Foodwatch welcomed the BGH ruling and called for clear rules from politicians to ban misleading climate slogans and to prove emission reductions according to uniform standards.
How do you feel about “climate-neutral” advertising? Write it in the comments!โ๏ธ
