December 2008. New Zealand’s Commerce Commission issues very helpful Guidelines for Green Marketing. In relation to use of the word “Green” the Guidelines point out “This statement is very vague, and conveys little information to the consumer other than the message that your product is in some way less damaging to the environment than others. This term invites consumers to give a wide range of meanings to the claim, which risks misleading them.” Fair comment and fair enough for fair trading.

The Guidelines recommend marketers be specific about environmental claims and have well researched evidence to back them up. The book CLEAN & GREEN? Brand New Zealand therefore takes 200 plus pages to consider a long held but never formalised image of New Zealand good and services.

Contact Details:

Address: P.O. Box 353, Queenstown, 
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Email:      tonye@queenstown.co.nz
Website: www.greenbranz.org