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Brands must ensure they are aware of the rules designed to protect consumers against misleading environmental claims, explains Raquel Flanzbaum is a founding partner at Ojam Bullrich Flanzbau.
‘Greenwashing’, the act of engaging in disinformation in order to present an environmentally responsible public image, has increasingly drawn the attention of IP specialists in Argentina.
The activity is especially seen in connection with fashion, which has been singled out as the second most polluting industry (after oil) because of the materials used (dyes, lots of water) and the working conditions.
In Argentina there is a host of legal provisions—constitutional, civil, criminal, administrative, etc—addressing this issue.
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Brands, reputation, greenwashing, environment, trademarks
