PVCA BACKS ACCC GREENWASHING PROBE

The Print and Visual Communication Association (PVCA) is supporting the ACCC investigations into businesses committing greenwashing breaches, with the industry emplyers association highlighting the impact on paper and print industries.

PVCA says greenwashing with the ‘Go green, Go Digital’ slogan typically employed by corporates and institutions is not supported by fact, and is on the increase across Australia, and says greenwashing is a deliberate strategy employed by the corporates and telcos to mislead consumers.

The ACCC has just released its March report – Greenwashing by businesses in Australia – which highlights greenwashing across the internet is high and businesses must stop

Following on from the consumer watchdog's recent investigation into businesses falsely promoting environmental or green credentials to capitalise on changing consumer preferences, the PVCA engaged directly with the ACCC, highlighting research that greenwashing behaviour is not only harmful for well-meaning consumers who are purchasing based on their values and environmental initiative but is also detrimental to the broader industry.

PVCA told deputy chair, Catriona Lowe, that greenwashing leads to an annual loss of more than $500m to the value of the paper, print, and publishing industries worldwide, with the Australian industry impacted. PVCA told Lowe that it is seeking direct pathways to address these breaches.

Kellie Northwood, CEO, PVCA said, “Whilst we have had a lot of success with our correspondence with organisations, since the pandemic we have seen a significant increase greenwashing, particularly across financial institutions, telcos and utility companies.

“Greenwashing is a blatant campaign that misleads consumers to switch to digital for their procurement efficiency gains, which they should declare, rather than state print is bad for the environment and therefore consumers should abandon print.

“These public campaigns have a far wider reach than just your mobile bills, as the claims such as ‘Go Paperless’ is incorporating all paper products and influences consumer sentiment across our industry which is damaging."

PVCA says it will continue engaging with the ACCC and is committed to reviewing the ASX Top 200 across paper and print greenwashing claims, with the report findings being provided to the ACCC in the next quarter.

The PVCA is part of the Two Sides initiative, which runs across twelve countries, promoting the responsible production and use of paper and print, while also promoting fair and balanced messaging about paper and print’s environmental credentials.

PVCA runs its own environmental certification programme, Sustainable Green Print, which provides support to companies looking to reduce waste and manage environmental responsibilities.