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 In some cases, the basis of comparison is not suitable or is out of date.2) Manufacturers' environmental labels : The research examined manufacturers' Type II environmental labels with reference.to ISO 14021 and ISO/JEC Guides 22.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

我已经分析了环境广告，该广告已被归类为自称环境主张，参考ISO 14021和FTC指南。1）环境主张：（1）在没有指定产品的环境益处的情况下，在广告中看到了模糊的索赔，这些广告说明了公司在环境保护方面的努力。这种类型的广告有时或完全意味着该公司正在试图减少对环境的影响。（2）比较主张通常不能阐明比较的基础。与组织以前的产品相比，索赔，尤其是在减少能源消耗或减少水量的索赔中，并不总是清楚地提出确定的名称或模型作为比较的基础。在某些情况下，比较的基础不合适或已过时。2）制造商的环境标签：研究检查了具有参考的II型环境标签。TOISO 14021和ISO/JEC指南22。（1）案例研究中，11家公司通过其网站披露了他们的环境标准。但是，一些公司没有提供有关其标准的解释。（2）与其他行业相比，PC，打印机和复印机的制造商倾向于披露有关其自身环境标准的更多详细信息。（3）许多公司对其产品施加了更严格的自我标准，而不是根据促进绿色购买和国际能源之星计划制定的官方标准。但是，与Eco Mark的标准和促进绿色购买的法律相比，一些公司没有提供有关竞争边缘和差异的足够信息。