Research into Environmental Communications to Prevent Misleading Advertising on Eco-Products

参考国际标准化组织14021和《联邦贸易委员会指南》，我分析了被归类为自我声明的环境声明的环境广告：(1)环境声明：(1)模糊的声明没有说明产品的环境效益，在广告中可以看到说明公司在环境保护方面所做的努力。这种类型的广告有时大体上或完全意味着该公司正在努力减少它们对环境的影响。(2)比较主张往往不澄清比较的基础。与一个组织以前的产品进行比较的索赔，特别是关于减少能源消耗或减少用水量的索赔，并不总是明确地提出明确的名称或型号作为比较的基础。在某些情况下，比较的基础是不合适的或过时的。2)制造商的环境标志：这项研究参照国际标准化组织14021和国际标准化组织/国际电工委员会指南22检查了制造商的第二类环境标志。(1)从案例研究来看，已有11家公司通过其网站披露了他们的环境标准。然而，一些公司没有对他们的标准做出解释。(2)与其他行业相比，个人电脑、打印机和复印机制造商往往更详细地披露自己的环境标准。(3)许多公司对其产品实施了比《绿色采购促进法》和国际能源之星计划规定的官方标准更严格的自我强加标准。然而，一些公司没有提供足够的信息，说明他们自己制定的标准与《生态标志标准》和《促进绿色采购法》相比的竞争优势和差异。

I have analyzed environmental advertising which has been classified as self-declared environmental claims, with reference to ISO 14021 and the FTC Guides.1) Environmental claims : (1)Vague claims without specifying environmental benefits of products are seen in advertising illustrating a company's efforts in environmental protection. This type of advertising sometime broadly or wholly implies that the company is trying to reduce their impact on the environment. (2)Comparative claims often do not clarify the basis of comparison. Claims in comparison with an organization's previous product, especially in claims of reduced energy consumption or reduced water consumption, do not always clearly present a definite name or model as the basis of comparison. In some cases, the basis of comparison is not suitable or is out of date.2) Manufacturers' environmental labels : The research examined manufacturers' Type II environmental labels with reference.to ISO 14021 and ISO/JEC Guides 22. (1)From the case studies, 11 companies have disclosed their environmental criteria through their websites. Some companies, however, provide no explanation about their criteria. (2)Manufacturers of PCs, printers and copy machines tend to disclose more detailed information on their own environmental criteria than other industries. (3)Many companies impose stricter self-imposed criteria on their products than the official standards set under the Law on Promoting Green Purchase and the International Energy Star Program. Some companies, however, have not provided enough information on the competitive edges and differences Qf their self-imposed criteria when compared with the standards for Eco Mark and the Law on Promoting Green Purchasing.