Många vill lyfta fram miljöfördelar i sin marknadsföring. Men det är inte så lätt att träffa rätt.
6 råd vid marknadsföring av miljöpåståenden
Kommunikation Att marknadsföra en vara eller tjänst genom att lyfta fram miljöfördelar är populärt, men svårt. Företag som hamnar i domstol riskerar viten med långvariga konsekvenser.

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6 råd vid marknadsföring av miljöpåståenden
- Använd tydliga och entydiga påståenden som du kan bevisa är sanna.
- Om miljöpåståendet är vagt måste det preciseras.
- Miljöpåståenden i marknadsföring ska vara sakliga och sanningsenliga.
- Använd inte miljöpåståenden som är vilseledande – även om de är korrekta. Ett exempel är om du gjort en mindre förbättring och den framstår som betydelsefull.
- Genomsnittskonsumenten är måttstocken. Det vill säga, hur specialister uppfattar marknadsföringen spelar ingen roll, det är den vanliga kundens syn på helheten som räknas.
- Om du använder en miljömärkning måste du uppfylla de krav som ställs i märkningen.
Konsumentverket granskar löpande olika företags marknadsföring, ibland på eget initiativ och ibland som en följd av en anmälan till myndigheten. När det gäller miljöpåståenden finns det en rad saker att tänka på för att slippa hamna hos Konsumentverket.
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


