Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40don’t overstate | Avoid making claims that overstate or imply environmental benefits when they are in reality negligible. A claim of “50% more recycled content than before” would be an obvious overstatement if the product went from 1% to 2% recycled content for example. It is better to assess the worthiness of a claim based on the significance of the total environmental impact, not on overstated or exaggerated percentages. claims more or less | When making comparison claims, it’s important to ask the question—compared to what? Is it being com- pared to the marketer’s prior offering, a competitor’s or an alternative technology? A claim of “Produces 40% fewer emissions” is deceptive on its own as it needs to spell out the basis of the comparison. “Produces 40% fewer emissions than our prior product” would be more acceptable provided the benefit is significant, isn’t overstated (see above) and can be substantiated. avoid smokescreen claims | Smokescreen claims are those that select one environmentally preferable component or process that goes into a product to make or imply the “eco-case” for the entire product, disregarding harmful components or processes that are also inherent in the product. Using the claim of “Petroleum-free” for a paint that is lead-based would be an example of a smokescreen claim. substantiate, substantiate, substantiate | The basis and legitimacy of any claim, environmental or otherwise, depends on substantiation of its true impact, and that substantiation needs to be in the form of measurable provable, and accurate data. How2Recycle is a standardized labeling system that clearly communi- cates recycling instructions to the public. It involves a coalition of forward-thinking brands who want their packaging to be recycled and are empowering consumers through smart packaging labels. A printed piece or package can be labeled as recyclable only if it can be recovered from the solid waste stream for reuse through an established recycling program. How to Say It | 30