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- Title
„Greenwashing" und die rechtlichen Grenzen der Nachhaltigkeitswerbung.
- Authors
Ruess, Peter; Kroll, Martin
- Abstract
Advertising with sustainability references is en vogue and commercially interesting. More sustainable products can potentially achieve higher prices and the sustainability performance of a company is reflected in the brand perception and thus also in the company's value. However, there are some legal pitfalls to be aware of. The following article provides an overview of the legal hurdles in connection with the UWG. In addition to highlighting things that are self-evident and the unauthorized use of (own) environmental labels, general statements with an environmental reference in particular can constitute unfair acts within the meaning of the law. The company is obliged to provide information on them. Case law also places high demands on statements on climate neutrality. In the future, it can be assumed that the legal regulations will be largely uniform and stricter across Europe.
- Subjects
EUROPE; ECO-labeling; CONSUMER psychology; PRICES; VALUE (Economics); SUPPLY &; demand
- Publication
Transfer: Zeitschrift für Kommunikation & Markenmanagement, 2024, Vol 70, Issue 3, p24
- ISSN
1436-798X
- Publication type
Article