San Benedetto has launched an advertising campaign for its mineral water bottles, highlighting the label 'Ecogreen' and the statement 'CO2 impact ZERO'. These claims, combined with a commercial broadcast on La7, aim to capture consumers' attention, but raise questions about their validity and transparency.

The term 'Ecogreen' appears generic and lacks measurable references, contributing to confusion among consumers. The expressions 'Zero Waste' or 'Net Zero,' in contrast, have a precise meaning and are more acceptable in a commercial context. St. Benedict's communication claiming to have a “zero impact” is misleading, as any production activity inevitably has an environmental impact. The company mentions a “CO2 offset” without providing specific details, thus violating ISO 14021/2016 standards that require transparency and clear documentation for such claims.

Consumers should be critical of ambiguous claims such as 'zero impact,' preferring more precise terms such as 'carbon neutral.' It is essential to recognize that European regulations and Conai guidelines warn against unverifiable environmental self-declarations.

Therefore, it is crucial to demand concrete evidence and scientific references when encountering environmental claims. Faced with these issues, Il Fatto Alimentare urged the Control Committee of the Advertising Self-Discipline Institute to censure the St. Benedict's commercial and require changes to labels, highlighting the need for clearer and more accurate communications in the industry.

In today's environment, where many companies, large and small, claim to be eco-friendly, it is critical for consumers to develop critical awareness to distinguish true green efforts from greenwashing.

Here are some practical tips that can help you make more informed and conscious choices:

1. Pay attention to packaging: don't be fooled by packaging in shades of green and brown or images evocative of nature.
2. Check certifications: verify that the company has internationally recognized environmental certifications. Genuine certifications should come from external, impartial certification bodies, not self-proclaimed brand claims.
3. Read slogans carefully: beware of slogans that sound “green” but contain vague or overly technical information, making it difficult to understand.
4. Analyze the entire product life cycle: be wary of companies that focus on the greenness of a single aspect without providing information on the entire product life cycle.
5. Use technology in your favor: take advantage of available apps and online resources to verify a brand's credentials.
6. Get informed about corporate practices: follow news and reports regarding corporate practices to stay abreast of any controversies regarding greenwashing.

Adopting these simple practices can help you avoid falling into the trap of greenwashing and make more responsible and informed consumption choices, thereby contributing to a more sustainable future.

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