To assist consumers in understanding and verifying the environmental attributes and advertising of products, the Ministry of Environment (Minister Kim Seong-Hwan) and the Korea Environmental Industry & Technology Institute announced that they will publish a revised edition of the “Guide to Product Environmental Labeling and Advertising” on September 12.
This revised guide is designed to help companies properly display and advertise the environmental aspects of their products and provide citizens with specific examples to understand the correct methods.
The “environmental attributes of products” encompass the effects on the environment throughout the production, consumption, and disposal processes, including pollutants and greenhouse gas emissions, as well as the use of resources and energy.
Since its first distribution in 2018, the handbook has been utilized by corporate labeling and advertising personnel to enhance their understanding of the system. The recent revision aims to improve consumer comprehension. Opinions from stakeholders such as consumers, companies, and academia have been incorporated into the revision.
Particularly, specialized terminology regarding the environmental properties of materials and biodegradability has been translated into common expressions, and examples have been reconfigured around products that consumers frequently encounter, like toys and household goods. Correct and incorrect examples are presented together to allow consumers to easily grasp the differences.
For instance, instead of simply labeling “use of recycled fabric,” the actual proportion is clearly stated as “00% recycled fabric used”.
Additionally, to prevent damage from misleading environmental claims, known as “greenwashing,” checklists and verification items are provided for consumers to confirm for themselves. Verification items include whether specific claims on labeling and advertising are presented, detailed information on environmental improvement effects, and whether supporting evidence is provided.
The revised edition will be available from September 12 on the websites of the Ministry of Environment and the Korea Environmental Industry & Technology Institute (Eco Square). It will be distributed in PDF form to consumer groups and industry-specific professional associations.
Seo Young-tae, Green Transition Policy Officer at the Ministry of Environment, stated, “The revised edition is organized to be easily understood and utilized by citizens,” and emphasized, “It will improve the reliability of environmental labeling and advertising and support responsible environmental communication by companies.” He added, “We will continue to minimize exaggerated or misleading environmental claims to create a trustworthy green market.”