ACCC cleans up green wash claims

Many businesses promote themselves as being green, but the ACCC's Marketing and Trade Practices Act promises to crackdown on false or misleading claims regarding environmental performance.

"Companies realise that consumers today have an increased awareness of the environmental impact that modern goods may have," the Act states. "Firms which make environmental or 'green' claims should ensure that their claims are scientifically sound and appropriately substantiated. Not only is this good business practice; it is law."

The printing industry is no exception when it comes to riding the green wave. Some printers, such as Steve Osborne, chief operating officer of Finsbury Green, a company which has received much attention for its dedication to the environment, hail this move.

"We absolutely support this," Osborne said. "Finsbury Green believes this will only work towards legitimising environmental claims."

Osborne believes that 'greenwash' is "widespread in the industry" and that only a small number of Australian printers can claim to be legitimately "green".

But divisive tactics regarding who is and isn't green or what system is best is not helpful according to Paul Nieuwhof, general manager, Printing Industries.

"I absolutely support this Act and think it's great that companies adopt environmentally friendly principles," he said. "But I think the worst thing is if we allow squabbles to develop over what is best and who is best. It's a journey and you have to start somewhere."

Nieuwhof's advice to printers is not to be overwhelmed by where to start; small steps are better than nothing.

"Some companies are very good at their environmental compliance and some are taking the first step; and for these small companies that's hard. To get the ball rolling you can start with the easy stuff as that is often where the quick gains can be achieved," he said.

"The Printing Industries Environmental Principles offers an entry-level environmental management system right through to best practice that will compliment the existing EMS that industry leaders in environmentally friendly printing like Scott Print and Finsbury Green, already have in place."