Business ProfileforEverybody's Business

On November 9, 2023, BBB contacted the business regarding its website advertising "eco-friendly" and "biodegradable."

According to the BBB Code of Advertising, Environmental Benefit Claims

Advertisers should avoid broad, unqualified environmental claims such as “green,” or “eco-friendly.” Other claims such as “degradable,” “recycled,” and “non-toxic,” should only be used when substantiated and properly qualified. Environmental Certifications and seals of approval may be used if properly issued. Additional disclosures are needed if not issued by an independent third-party.

Advertisers should not make broad, unqualified general environmental benefit claim like “green” or “eco-friendly.”
Advertisers must qualify general claims with specific environmental benefits.
Advertisers must possess competent and reliable evidence (often scientific evidence) to support all environmental benefit claims. Qualification for any claim must be clear, conspicuous, and understandable.
When an advertiser qualifies a general claim with a specific benefit, the benefit should be significant. Advertisers must not highlight small or unimportant benefits.
Unless clear from the context, any environmental claim must specify clearly and conspicuously whether the claim applies to the product, the product’s packaging, a service or just to a portion of the product, package or service.

Biodegradable
Advertisers may make an unqualified degradable claim if they have competent and reliable scientific evidence that the entire product or package will completely break down and return to nature within a reasonably short period of time after customary disposal. For items entering the solid waste stream, advertisers should substantiate that the items completely decompose within one year after customary disposal.
Advertisers must qualify, clearly and conspicuously, degradable claims to the extent necessary to avoid confusion about the product’s or package’s ability to degrade in the environment where it is customarily disposed or the rate and extent of degradation.

Our goal is to help businesses avoid unreasonable consumer expectations and minimize potential liability whenever possible. 

The business responded but unfortunately, the business failed to provide the requested documentation or remove the claims from their website.