Radka Kopčová
Abstract:
One of the modern practices of competitors in order to attract environmentally-minded consumers is the use of various forms of environmental claims. These are voluntary claims, especially in advertising, which are part of green marketing. However, sometimes such environmental claims are misleading and constitute the so-called "greenwashing", which is prohibited by law. The author explores the border between green marketing and greenwashing. In this context, the author defines the green economy, green marketing and green advertising as part of business in competition. The author points to the current trend of consumer and environmental protection in the legislative development of EU law and evaluates the Proposal for a Directive on substantiation and communication of explicit environmental claims (Green Claims Directive), also in relation to other related EU directives. The author extensively analyzes German case law and points to the need for transparency and sufficient explanation in advertising, referring to the environment.
Tenth International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research - LIMEN 2024 - International Scientific-Business Conference – LIMEN 2024: Vol 10. Conference Proceedings , December 5, 2024
Conference Proceedings published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia
ISBN: 9788680194929 , ISSN: 26836149 , DOI: 10.31410/LIMEN.2024
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.
