Industry body European Bioplastics has today launched its Environmental Communications Guide for Bioplastics, subtitled ‘Accountability is key’.
European Bioplastics represents the interests of more than 80 member companies throughout the EU, with members from the agricultural feedstock, chemical and plastics industries, as well as industrial users and recycling companies.
The new publication by the group highlights general concerns over "false or misleading" communication of environmental properties of products, and is described as "a source of information which is particularly relevant to the packaging sector, where bioplastics are commonly used".
It addresses the need specifically for producers in the field of bioplastics to avoid “greenwash” in their communication of their products’ environmental properties – particularly in relation to end of life solutions.
European Bioplastics chairman Andy Sweetman says: “Together with the bioplastics industry, we want to set a new benchmark for good environmental communication – all along the value chain.”
The brochure outlines general, ISO compliant guidelines for environmental communication, and provides recommendations regarding relevant claims for bioplastics such as ‘biobased’, ‘biodegradable,’ ‘compostable’ or ‘CO2 neutral’. Recommendations are illustrated by both good and poor examples.
Key points made in the brochure’s general guidelines include: to make specific, measurable and consequently verifiable claims; to make distinct claims, omitting misleading formulations; to be accurate, relevant and truthful; to make correct and up-to-date comparisons; and that “substantiation is key”.
Greenwashing, defined in the guide as “the false or misleading communication of environmental aspects of materials/products” is described as: “A widespread issue rather than the exception.”
“The European Bioplastics association provides practical help to communication and marketing experts that seek to present the innovation of bioplastics correctly, both according to its current status, and without neglecting its significant untapped potential,” the guide states.
Besides publishing the brochure, European Bioplastics is offering workshops on environmental communication for bioplastics. The first half-day workshop will be held on 5 November at the Maritim proArte hotel in Berlin, one day prior to the annual European Bioplastics Conference.
A short summary of the key messages of the guide is now available in German, French, Spanish, Italian, Dutch and Swedish on the organisation’s website.
The new Environmental Communications Guide from European Bioplastics
