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

防止生态产品误导性广告的环境传播研究

基本信息

批准号：
14530160
负责人：
TAKEHAMA Asami
金额：
$ 0.58万
依托单位：
Ritsumeikan University
依托单位国家：
日本
项目类别：
Grant-in-Aid for Scientific Research (C)
财政年份：
2002
资助国家：
日本
起止时间：
2002 至 2003
项目状态：
已结题

项目摘要

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 In some cases, the basis of comparison is not suitable or is out of date.2) Manufacturers' environmental labels : The research examined manufacturers' Type II environmental labels with reference.to ISO 14021 and ISO/JEC Guides 22.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.

笔者参照ISO 14021和FTC指南，分析了被归类为自我宣称的环境主张的环境广告。1）环境主张：（1）在说明企业在环境保护方面所做努力的广告中，经常出现不明确地宣称产品的环境效益的情况。这种类型的广告有时广泛或完全暗示公司正在努力减少对环境的影响。（2）比较性权利要求往往没有阐明比较的基础。与一个组织以前的产品进行比较的声明，特别是减少能耗或减少用水量的声明，并不总是明确提出一个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）制造商的环境标签：研究审查了制造商的第二类环境标签与reference.to ISO 14021和ISO/JEC指南22。（1）在个案研究中，有11间公司透过其网站披露其环境标准。然而，一些公司没有解释他们的标准。（2）个人电脑、打印机和复印机制造商往往比其他行业披露更详细的环境标准信息。（3）许多公司对自己的产品施加了比《促进绿色购买法》和国际能源之星星星计划规定的官方标准更严格的标准。然而，一些公司没有提供足够的信息，说明与生态标志标准和《促进绿色采购法》相比，其自我规定的标准的竞争优势和差异。