Glossary
“close to nature” in advertising: is it still allowed?
A feeling, not a claim – dangerous only when it suggests a verified environmental benefit.
A feeling, not a claim – dangerous only when it suggests a verified environmental benefit.
Only with specifics
Why the term is risky
- Without a reference it cannot be checked.
- It often sits next to real claims and weakens them.
How to word it verifiably
- Pair it with the concrete measure.
- Avoid it on its own in headlines and ads.
Example: before / after
Vorher
„Natural holidays close to nature.“
Nachher
„Our garden is pesticide-free and planted with 40 local shrub species (plan available on request).“
Figures and evidence in the example are placeholders. Use only substantiated values.
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