"Green marketing is a key point of brand differentiation and honest communication of environmental outcomes has the potential to inspire real loyalty in your audience. However care must be taken with any green claims made by the festival. False or overstated claims have the potential to seriously damage the integrity of your event and at worst could result by fines and penalties imposed by the Australian Competition and Consumer Commission. Even worse false claims damage consumer confidence in environmental business and hamper environmental action in general.
Here is an excerpt from the Total Environment Centre’s Green Cred Checklist a great quick guide to environmental claims.
1. TRUTH - If I make this green statement, can it be proven to be true 100 percent of the time?
2. MATERIALITY - Even if it is true, does the green statement really matter i.e. is the problem being avoided or remedied substantial and significant, or trivial and insignificant?
3. FULL DISCLOSURE - Are there any other environmental or sustainability issues being overlooked, especially negative ones?
4. SUBSTANTIATION – Whatever is being claimed, and whoever is making the claims, are they backed up by firm evidence? "