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The principles set out below are designed to give the marcom industry a greater clarity on how the JEP’s regulations are translated into practice when making environmental claims. The principles are focused on issues that may arise in the context of misleading acts and omissions. It is imperative that the consumer receives the right information to make their choices in line with the perceived product or service. This means that what they are told needs to be truthful and accurate. It must not mislead through the way it is presented and important information must not be omitted or hidden.
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The 6 principles
1. HonestyClaims must not be likely to mislead, and the basis for them must be clear.
2. EvidenceMarketers must hold robust evidence for all claims likely to be regarded as objective and capable of substantiation.
3. InformationMarketing communications must not omit material information. In some cases, it is possible to use alternative means to make the information readily accessible.
4. Full life cycleMarketers must base general environmental claims on the full life cycle of their product or business.
5. ComparisonsProducts compared in marketing communications must meet the same needs or be intended for the same purpose.
6. ComplianceMarketers must include all information relating to the environmental impact of advertised products that is required by law or self-regulation codes applied by the JEP.