TechUK – the UK’s digital trade association representing computer giants and start-ups alike – has called on firms to check their green credentials and make sure they stand up to scrutiny.
The warning comes as UK businesses were told to brush up on their eco-claims or risk public humiliation and enforcement action by the Competition and Markets Authority (CMA).
Businesses have until the New Year to make sure their environmental claims – such as those regarding energy consumption, packaging, recycling, and product lifecycle assessments – comply with the law and are not simply an exercise in greenwashing.
As part of its efforts to steer companies, the CMA has published a six-point Green Claims Code in a bid to make it clear that anyone spouting eco-friendly claims “must not omit or hide important information” and “must consider the full life cycle of the product.”
The CMA is targeting sectors that some onlookers may regard as low hanging fruit including textiles and fashion, energy-hungry travel and transport, and fast-moving consumer goods.
However, any sector and the companies that operate within it – including tech – could fall within the CMA’s crosshairs.
In a statement, Andrea Coscelli, chief exec of the CMA, said: “We’re concerned that too many businesses are falsely taking credit for being green, while genuinely eco-friendly firms don’t get the recognition they deserve. Any business that fails to comply with the law risks damaging its reputation with customers and could face action from the CMA.”
However, there are worries the new rules may lead to confusion. In its evidence to the CMA, techUK said the six principles set out in the guidance were “not specific enough” and also called for more information to help tech firms. It also warned that different variables made in lifecycle assessments could lead to misleading results [PDF].
In a statement, Susanne Baker, associate director for Climate, Environment and Sustainability, techUK, told us: “The CMA’s guidance is important for any company making a green claim about their services, products and company. With more green claims being made by the tech sector than ever before, it’s absolutely vital that these aren’t deemed to be greenwashing.
“Firms have until the new year to address this and will need to think carefully about any green claim they make, be sure they can substantiate them, that they aren’t misleading, and are truthful and accurate,” she said.
The CMA announced that it was investigating the impact of green marketing on consumers last year when it found that 40 per cent of green claims made online could be misleading – suggesting that thousands of businesses could be breaking the law.
In June, The Register reported how a shortage of plastics – rather than a desire to protect the planet — could be one reason why recycled plastics may be working their way into laptops and other gadgetry.
Amazon recently found itself fending off a whistle-blower’s claims alleging it dumped unsold goods to landfill, and later bragged that it had achieved lower carbon “intensity” in its business practices. The latter claim was shot down by an unimpressed scientist close to The Reg who remarked that the fact Amazon’s business was growing was not “helpful to Earth”, and the fact it polluted less per unit of activity didn’t change the bottom line “which is that they are polluting more this year than they did last year.”
Meanwhile, Tesla CEO Elon Musk recently announced the electric car maker will stop accepting Bitcoin payments for its vehicles, due to the “increasing use” of fossil fuels, particularly coal, to support Bitcoin’s electricity-hungry mining and transaction processing.
An Intel sponsored report by non-profit Resilience First, highlighted in June the role of tech in reaching net-zero carbon emission goals. However, making chips has been a dirty business, with a 2002 study concluding that a single 2g semiconductor chip required a whopping 1.6kg of secondary fossil fuels and 72g of chemical inputs to be put into production. ®
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