The phrases “Danish pork: more environmentally friendly than you think” and “Climate-controlled pork” will no longer appear in advertising for Danish Crown products, online publication Agrarheute reported on April 15.
The company complies with the decision of the country’s Supreme Court. The Danish Vegetarian Association and the climate movement went to court. Danish Crown admitted that its climate claims violated marketing laws and agreed to stop using the advertising slogans in question.
The climate movement and the Vegetarian Association see the decision as an important step in ending greenwashing in Denmark. The general secretary of the Vegetarian Society of Denmark, Rune-Christoffer Dragsdal, called the grant to the Danish Crown in all respects “fantastic progress.”
A year ago, the EU Commission proposed criteria for environmental claims in advertising, also called “green claims”. The directive is currently being debated in the European Parliament.
In 2020, the European Commission verified the accuracy of the “CO₂-neutral” or “bee-friendly” slogans. It found that 53% of environmental slogans were vague, misleading and unfounded. Particularly controversial have been supposedly environmentally friendly products, whose emissions are offset by offset agreements.
In 2023, following a warning, the Rewe trade group stopped labeling chicken breast fillets as “climate neutral” in Germany.
Source: Rossa Primavera
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