Glossary
“ecological” in advertising: is it still allowed?
For food it is tied to organic certification; in other contexts it is a generic environmental claim.
For food it is tied to organic certification; in other contexts it is a generic environmental claim.
Only with specifics
Why the term is risky
- Outside certified organic products no verifiable standard applies.
- It is easily read as a company-wide promise.
How to word it verifiably
- Use it for food only with an organic certificate.
- Otherwise describe the specific measure and its evidence.
Example: before / after
Vorher
„Ecological construction.“
Nachher
„We built with untreated spruce from forests certified by PEFC and reused 80 % of the demolition material.“
Figures and evidence in the example are placeholders. Use only substantiated values.
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