{"id":16835,"date":"2023-12-22T10:15:19","date_gmt":"2023-12-22T09:15:19","guid":{"rendered":"https:\/\/green-gate.eu\/blog\/je-dobre-vedet\/greenwashing-law\/"},"modified":"2024-01-06T14:29:52","modified_gmt":"2024-01-06T13:29:52","slug":"greenwashing-jak-nenaletet-zelenemu-marketingu","status":"publish","type":"post","link":"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/","title":{"rendered":"Greenwashing &#8211; jak nenalet\u011bt \u201ezelen\u00e9mu\u201c marketingu?"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8220;1&#8243; admin_label=&#8220;section&#8220; _builder_version=&#8220;4.16&#8243; global_colors_info=&#8220;{}&#8220;][et_pb_row admin_label=&#8220;row&#8220; _builder_version=&#8220;4.16&#8243; background_size=&#8220;initial&#8220; background_position=&#8220;top_left&#8220; background_repeat=&#8220;repeat&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.16&#8243; custom_padding=&#8220;|||&#8220; global_colors_info=&#8220;{}&#8220; custom_padding__hover=&#8220;|||&#8220;][et_pb_text _builder_version=&#8220;4.23&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<p>U\u017e jste tento n\u00e1zev n\u011bkdy sly\u0161eli? Mo\u017en\u00e1, \u017ee toto slovo sly\u0161\u00edte poprv\u00e9, ale ur\u010dit\u011b jste sly\u0161eli spojen\u00ed <strong>klamav\u00e1 reklama<\/strong>. Zjednodu\u0161en\u011b m\u016f\u017eeme \u0159\u00edci, \u017ee greenwashing (GW) je<strong> \u0161\u00ed\u0159en\u00ed nepravdiv\u00e9 \u010di ne\u00fapln\u00e9 informace<\/strong> za \u00fa\u010delem p\u0159il\u00e1kat lidi na svou stranu <a href=\"https:\/\/eur-lex.europa.eu\/CS\/legal-content\/summary\/unfair-commercial-practices.html\">[1]<\/a>. Informace o&nbsp;tom, \u017ee organizace, firma nebo produkty jsou ekologick\u00e9, chovaj\u00ed se \u0161etrn\u011b k&nbsp;\u017eivotn\u00edmu prost\u0159ed\u00ed a&nbsp;\u017ee sv\u00fdm v\u00fdb\u011brem pom\u016f\u017eete planet\u011b. Jen\u017ee to tak nen\u00ed, a&nbsp;to je pr\u00e1v\u011b Greenwashing.<\/p>\n<p>Ne v\u017edy se mus\u00ed jednat o&nbsp;z\u00e1m\u011br, n\u011bkdy je na vin\u011b pouze <strong>neznalost firem<\/strong> <a href=\"https:\/\/www.nogreenwashing.cz\/\">[2]<\/a>. To ale nic nem\u011bn\u00ed na faktu, \u017ee <strong>greenwashing \u0161kod\u00ed<\/strong>. Lid\u00e9, kte\u0159\u00ed se sna\u017e\u00ed chovat \u0161etrn\u011b k&nbsp;\u017eivotn\u00edmu prost\u0159ed\u00ed, po zji\u0161t\u011bn\u00ed klamav\u00fdch informac\u00ed \u010dasto ztr\u00e1c\u00ed chu\u0165 se i&nbsp;nad\u00e1le chovat zodpov\u011bdn\u011b. GW proto m\u016f\u017ee<strong> sni\u017eovat d\u016fv\u011bru v&nbsp;ekologick\u00e9 produkty<\/strong>. Ur\u010dit\u011b si vybav\u00edte debaty o&nbsp;p\u0159edra\u017een\u00fdch bio vejc\u00edch, ml\u00e9ce a&nbsp;podobn\u011b, kter\u00e9 byly v&nbsp;hor\u0161\u00ed kvalit\u011b ne\u017e komer\u010dn\u00ed produkty. St\u00e1t se m\u016f\u017ee v\u0161e.\u00a0<\/p>\n<p>Je proto d\u016fle\u017eit\u00e9, aby \u010dlov\u011bk mohl v\u011b\u0159it tomu, \u017ee v\u00fdrobky, firma, organizace jsou opravdu kvalitn\u00ed, \u0161etrn\u00e9 k&nbsp;\u017eivotn\u00edmu prost\u0159ed\u00ed, aby v\u011bd\u011bl, kde tyto informace hledat a&nbsp;jak v&nbsp;nich \u010d\u00edst. Je prakticky nemo\u017en\u00e9 porozum\u011bt mnoha ekologick\u00fdm zna\u010dk\u00e1m a&nbsp;iniciativ\u00e1m v\u00fdrobk\u016f. V&nbsp;Evropsk\u00e9 unii je aktivn\u00edch<strong> v\u00edce ne\u017e 200 ekologick\u00fdch zna\u010dek a&nbsp;v\u00edce ne\u017e 450 jich je celosv\u011btov\u011b<\/strong> <a href=\"https:\/\/ec.europa.eu\/environment\/eussd\/smgp\/initiative_on_green_claims.htm\">[3]<\/a>. Tento probl\u00e9m se sna\u017e\u00ed \u0159e\u0161it <strong>Zelen\u00e1 dohoda pro Evropu<\/strong> t\u00edm, \u017ee firmy a&nbsp;organizace by m\u011bly b\u00fdt schopny sv\u00e1 tvrzen\u00ed podlo\u017eit re\u00e1ln\u00fdmi v\u00fdsledky vych\u00e1zej\u00edc\u00edmi z&nbsp;metodiky hodnocen\u00ed dopadu na \u017eivotn\u00ed prost\u0159ed\u00ed <a href=\"https:\/\/commission.europa.eu\/strategy-and-policy\/priorities-2019-2024\/european-green-deal_en\">[4]<\/a>.\u00a0<\/p>\n<p>Na p\u0159\u00edklady greenwashingu ji\u017e bylo upozorn\u011bno m\u00e9dii a&nbsp;tak v\u011b\u0159me, \u017ee si z&nbsp;takov\u00fdch praktik vezmou firmy brzo ponau\u010den\u00ed a&nbsp;p\u0159estanou klamat sv\u00e9 spot\u0159ebitele (odkaz na \u010dl\u00e1nky <a href=\"https:\/\/www.idnes.cz\/ekonomika\/domaci\/greenwashing-klamani-spotrebitele-firmy-ekologie.A220405_152437_eko-doprava_rie\">zde <\/a>a <a href=\"https:\/\/www.idnes.cz\/ekonomika\/zahranicni\/bavlnene-tasky-jsou.A210831_082622_eko-zahranicni_vebe\">zde<\/a>). Existuje spousta dal\u0161\u00edch firem, kter\u00e9 se greenwashingu dopustily, a\u0165 u\u017e se jedn\u00e1 o&nbsp;nerozlo\u017eiteln\u00e1 pap\u00edrov\u00e1 br\u010dka ve fast-foodech nebo podobn\u00fd probl\u00e9m plastov\u00fdch lahv\u00ed <a href=\"https:\/\/dvazelenaci.cz\/greenwashing\/\">[5]<\/a>. Prozat\u00edm n\u00e1m nezb\u00fdv\u00e1 nic jin\u00e9ho, ne\u017e po\u0159\u00e1dn\u011b\u00a0 \u010d\u00edst, zaj\u00edmat se a&nbsp;<strong>d\u00e1vat si pozor na ne\u00fapln\u00e9 informace<\/strong>. V&nbsp;tomto \u010dl\u00e1nku v\u00e1m uk\u00e1\u017eeme na jak\u00e9 nej\u010dast\u011bj\u0161\u00ed v\u011bci si d\u00e1vat pozor, abyste vy greenwashingu nenalet\u011bli!<\/p>\n<p>[\/et_pb_text][et_pb_image src=&#8220;https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/12\/greenwashing-shampoo.png&#8220; title_text=&#8220;greenwashing shampoo&#8220; _builder_version=&#8220;4.23&#8243; _module_preset=&#8220;32fecfd5-025d-42fc-9828-d86bb0da2821&#8243; global_colors_info=&#8220;{}&#8220;][\/et_pb_image][et_pb_text _builder_version=&#8220;4.23&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<h4>P\u0159\u00edklady GW:<\/h4>\n<ul>\n<li aria-level=\"1\">Firmy \u010dasto uv\u00e1d\u011bj\u00ed jen tu \u010d\u00e1st informace, kter\u00e1 je pro spot\u0159ebitele l\u00e1kav\u00e1: nap\u0159. \u017ee kr\u00e9m <strong>obsahuje 100&nbsp;% bio avok\u00e1do<\/strong> a&nbsp;daj\u00ed ho do zelen\u00e9ho obalu. V&nbsp;cel\u00e9m balen\u00ed je v\u0161ak avok\u00e1da m\u00e9n\u011b ne\u017e <strong>0,01&nbsp;%<\/strong> a&nbsp;ostatn\u00ed slo\u017eky v\u016fbec bio\/eko b\u00fdt nemus\u00ed.<\/li>\n<li aria-level=\"1\">Lichotiv\u00e9 n\u00e1zvy jako<strong> bio, nature, p\u0159\u00edrodn\u00ed, eko, organic<\/strong>, apod. jsou\u00a0 \u010dasto jen marketingov\u00fdm tahounem.<\/li>\n<li aria-level=\"1\">Obal vyroben ze 75&nbsp;% z&nbsp;recyklovan\u00e9ho materi\u00e1lu. Informace o&nbsp;tom, z&nbsp;\u010deho je zbytek chyb\u00ed. Takov\u00fd obal u\u017e d\u00e1le nemus\u00ed b\u00fdt v\u016fbec nebo velmi slo\u017eit\u011b recyklovateln\u00fd.<\/li>\n<li aria-level=\"1\">Produkt neobsahuje parabeny, silikony a&nbsp;podobn\u011b. Co obsahuje m\u00edsto toho? To u\u017e v\u00fdrobce nespecifikuje. V\u00fdrobce tedy op\u011bt pou\u017eije jen tu \u010d\u00e1st informace, na kterou spot\u0159ebitel sly\u0161\u00ed.<\/li>\n<li aria-level=\"1\">Obal je 100&nbsp;% recyklovateln\u00fd. WOOOW! Velk\u00e1 reklama, nechyb\u00ed zelen\u00fd obal s&nbsp;p\u0159\u00edrodn\u00edmi motivy. Co je ale uvnit\u0159 obalu?<\/li>\n<li aria-level=\"1\">Informace o&nbsp;tom, \u017ee spole\u010dnost sn\u00ed\u017eila p\u0159i v\u00fdrob\u011b emise o&nbsp;40&nbsp;%. Ano? U&nbsp;v\u0161ech sv\u00fdch aktivit?<\/li>\n<li aria-level=\"1\">Sn\u00ed\u017een\u00ed spot\u0159eby plastu na konkr\u00e9tn\u00edm v\u00fdrobku o&nbsp;20&nbsp;%. U\u0161lechtil\u00e9, pro\u010d je ale kolem plastov\u00e9ho kel\u00edmku p\u0159id\u00e1n nap\u0159. pap\u00edr (\u010dasto lze vid\u011bt u&nbsp;jogurt\u016f)? Pro n\u00e1s je to pr\u00e1ce extra, sundat vr\u0161ek, sundat pap\u00edr, rozd\u011blit materi\u00e1ly a&nbsp;vyt\u0159\u00eddit. Co zn\u00e1m z&nbsp;praxe, tak to lid\u00e9 ned\u011blaj\u00ed, proto\u017ee je to prost\u011b \u201emoc\u201c.<\/li>\n<li aria-level=\"1\">To, \u017ee je n\u011bco p\u0159\u00edrodn\u00ed \u2013 karm\u00edn, \u017elu\u010d, mo\u010dovina, lanolin (tuk z&nbsp;ov\u010d\u00ed vlny), vosk, p\u0159\u00edpadn\u011b n\u011bjak\u00e9 rostlinn\u00e9 l\u00e1tky \u2013 neznamen\u00e1, \u017ee je celkov\u011b produkt udr\u017eiteln\u00fd nebo \u0161etrn\u00fd k&nbsp;\u017eivotn\u00edmu prost\u0159ed\u00ed a&nbsp;\u017eiv\u00fdm tvor\u016fm. Uveden\u00e9 l\u00e1tky jsou sice p\u0159\u00edrodn\u00ed, ale slovo p\u0159\u00edrodn\u00ed nen\u00ed ohrani\u010deno z\u00e1konem.<\/li>\n<li aria-level=\"1\">Podobn\u011b jako u&nbsp;recyklace, jsou \u010dasto zav\u00e1d\u011bj\u00edc\u00ed informace o&nbsp;kompostovatelnosti. Jak, kde, za jak\u00fdch podm\u00ednek m\u00e1te v&nbsp;b\u011b\u017en\u00e9 dom\u00e1cnosti kompostovat, se nedozv\u00edte. Kompostov\u00e1n\u00ed je v\u011bda a&nbsp;cht\u011bla bych vid\u011bt n\u011bkoho kompostovat pleny na dom\u00e1c\u00edm kompostu \ud83d\ude42.<\/li>\n<li aria-level=\"1\">V\u00fdrobek 100&nbsp;% biologicky rozlo\u017eiteln\u00fd. Doufejme! Za jak\u00fdch podm\u00ednek? Ale co obal?<\/li>\n<li aria-level=\"1\">Ekologick\u00fd v\u00fdrobek v&nbsp;souzn\u011bn\u00ed s&nbsp;p\u0159\u00edrodou\u2026 Kr\u00e1sn\u011b naps\u00e1no, co to ale znamen\u00e1? \ud83d\ude03<\/li>\n<li aria-level=\"1\">V\u00fdrobky v&nbsp;zelen\u00fdch obalech s&nbsp;motivem p\u0159\u00edrody, nemus\u00ed hned <strong>znamenat ekologick\u00fd produkt<\/strong>. \u010casto, ale na prvn\u00ed pohled zaujmou a&nbsp;o&nbsp;to p\u0159eci jde.<\/li>\n<li aria-level=\"1\">Vyp\u00edchnut\u00ed toho co produkt neobsahuje, bez uveden\u00ed cel\u00e9ho slo\u017een\u00ed (\u010dasto pleny, prac\u00ed pr\u00e1\u0161ky, ale i&nbsp;\u0161ampony nebo dekorativn\u00ed kosmetika <a href=\"https:\/\/www.lekarna.cz\/winnis-naturel-sampon-se-zelenym-cajem-a-kastanem-vsechny-typy-vlasu-250-ml\/?gclid=CjwKCAjwqJSaBhBUEiwAg5W9p-SsfLErP5StBWFs4depcnV7HrlwhxLa4HrIJxogzu2WZCFLzs6vTBoC7P0QAvD_BwE#podrobne-informace\">[6]<\/a>).<\/li>\n<\/ul>\n<h4>Jak nenalet\u011bt \u201ezelen\u00e9mu vym\u00fdv\u00e1n\u00ed mozku\u201c?<\/h4>\n<ul>\n<li aria-level=\"1\">Informace vl\u00e1dnou sv\u011btu, tak\u017ee p\u0159e\u010d\u00edst si v\u00edc ne\u017e jen to, co v\u00fdrobce chce. To znamen\u00e1 naj\u00edt si cel\u00e9 slo\u017een\u00ed v\u00fdrobku, zna\u010dky z&nbsp;jak\u00fdch materi\u00e1l\u016f je produkt vyroben apod.<\/li>\n<li aria-level=\"1\">Nespokojit se jen s&nbsp;obr\u00e1zkem p\u0159\u00edrody, zelen\u00e9ho obalu apod., ale p\u0159e\u010d\u00edst si v\u0161e co jen jde.<\/li>\n<li aria-level=\"1\">Spo\u010d\u00edtat si p\u0159\u00edpadn\u011b uveden\u00e1 procenta tzv. bio ingredienc\u00ed.<\/li>\n<li aria-level=\"1\">Naj\u00edt si produkt nebo spole\u010dnost, kter\u00e1 m\u00e1 prok\u00e1z\u00e1no (nap\u0159. n\u011bjak\u00fdm v\u011brohodn\u00fdm certifik\u00e1tem), \u017ee se chov\u00e1 \u0161etrn\u011b k&nbsp;\u017dP i&nbsp;f\u00e9r ke sv\u00fdm zam\u011bstnanc\u016fm (co\u017e nen\u00ed jednoduch\u00e9 \ud83d\ude15). Vybrat si p\u00e1r zna\u010dek, na\u010d\u00edst si o&nbsp;nich z&nbsp;v\u011brohodn\u00fdch zdroj\u016f <a href=\"http:\/\/zelenenakupovani.cz\/web\/www\/zaloha\/cenia-akt-tema.nsf\/$pid\/MZPMSFOS8F78\">[7]<\/a>.<\/li>\n<li aria-level=\"1\">Naj\u00edt si lok\u00e1ln\u00ed producenty \u2013 v\u011bt\u0161inou men\u0161\u00ed lok\u00e1ln\u00ed v\u00fdrobci, kte\u0159\u00ed vyr\u00e1b\u00ed \u201edom\u00e1c\u00ed\u201c v\u00fdrobky jen v&nbsp;men\u0161\u00edm prodejn\u00edm mno\u017estv\u00ed.<\/li>\n<li aria-level=\"1\">Vyb\u00edrat ingredience z&nbsp;lok\u00e1ln\u00edch nebo bl\u00edzk\u00fdch zdroj\u016f, pop\u0159. hledat informace o&nbsp;tom, co jednotliv\u00e9 ingredience opravdu jsou a&nbsp;kde byly z\u00edsk\u00e1ny. Pokud v\u00fdrobce toto uv\u00e1d\u00ed, pak existuje v\u011bt\u0161\u00ed \u0161ance, \u017ee nel\u017ee a&nbsp;\u017ee se chov\u00e1 zodpov\u011bdn\u011b.<\/li>\n<li aria-level=\"1\">Nikdo z&nbsp;n\u00e1s asi nepob\u011b\u017e\u00ed si hned st\u011b\u017eovat na \u00fa\u0159ad nebo kontaktovat odborn\u00edky na t\u00e9ma greenwashingu. Existuje ale mo\u017enost nahl\u00e1sit tyto nekal\u00e9 praktiky na \u010ceskou obchodn\u00ed inspekci (\u010cOI).<\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8220;4.23&#8243; _module_preset=&#8220;b69f9b3d-c69a-4c5f-a3b8-4a8a74c4c1a0&#8243; global_colors_info=&#8220;{}&#8220;]<\/p>\n<h3>Zdroje<\/h3>\n<p>[1] <a href=\"https:\/\/eur-lex.europa.eu\/CS\/legal-content\/summary\/unfair-commercial-practices.html\">https:\/\/eur-lex.europa.eu\/CS\/legal-content\/summary\/unfair-commercial-practices.html<\/a><\/p>\n<p>[2] <a href=\"https:\/\/www.nogreenwashing.cz\/\">https:\/\/www.nogreenwashing.cz\/<\/a><\/p>\n<p>[3] <a href=\"https:\/\/ec.europa.eu\/environment\/eussd\/smgp\/initiative_on_green_claims.htm\">https:\/\/ec.europa.eu\/environment\/eussd\/smgp\/initiative_on_green_claims.htm<\/a><\/p>\n<p>[4] <a href=\"https:\/\/commission.europa.eu\/strategy-and-policy\/priorities-2019-2024\/european-green-deal_en\">https:\/\/commission.europa.eu\/strategy-and-policy\/priorities-2019-2024\/european-green-deal_en<\/a><\/p>\n<p>[5] <a href=\"https:\/\/dvazelenaci.cz\/greenwashing\/\">https:\/\/dvazelenaci.cz\/greenwashing\/<\/a><\/p>\n<p>[6] <a href=\"https:\/\/www.lekarna.cz\/winnis-naturel-sampon-se-zelenym-cajem-a-kastanem-vsechny-typy-vlasu-250-ml\/?gclid=CjwKCAjwqJSaBhBUEiwAg5W9p-SsfLErP5StBWFs4depcnV7HrlwhxLa4HrIJxogzu2WZCFLzs6vTBoC7P0QAvD_BwE#podrobne-informace\">https:\/\/www.lekarna.cz\/winnis-naturel-sampon-se-zelenym-cajem-a-kastanem-vsechny-typy-vlasu-250-ml\/?gclid=CjwKCAjwqJSaBhBUEiwAg5W9p-SsfLErP5StBWFs4depcnV7HrlwhxLa4HrIJxogzu2WZCFLzs6vTBoC7P0QAvD_BwE#podrobne-informace<\/a><\/p>\n<p>[7] <a href=\"http:\/\/zelenenakupovani.cz\/web\/www\/zaloha\/cenia-akt-tema.nsf\/$pid\/MZPMSFOS8F78\">http:\/\/zelenenakupovani.cz\/web\/www\/zaloha\/cenia-akt-tema.nsf\/$pid\/MZPMSFOS8F78<\/a><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>V\u00fdrobci, kte\u0159\u00ed si hraj\u00ed na super eko a&nbsp;bio, ale p\u0159itom je to le\u017e.<\/p>\n","protected":false},"author":1,"featured_media":16824,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[90],"tags":[],"ppma_author":[161],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Greenwashing - jak nenalet\u011bt \u201ezelen\u00e9mu\u201c marketingu? - GreenGate<\/title>\n<meta name=\"description\" content=\"V\u00fdrobci, kte\u0159\u00ed si hraj\u00ed na super eko a bio, ale p\u0159itom je to le\u017e.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Greenwashing - jak nenalet\u011bt \u201ezelen\u00e9mu\u201c marketingu? - GreenGate\" \/>\n<meta property=\"og:description\" content=\"V\u00fdrobci, kte\u0159\u00ed si hraj\u00ed na super eko a bio, ale p\u0159itom je to le\u017e.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/\" \/>\n<meta property=\"og:site_name\" content=\"GreenGate\" \/>\n<meta property=\"article:published_time\" content=\"2023-12-22T09:15:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-06T13:29:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/12\/greenwashing-cover.png\" \/>\n\t<meta property=\"og:image:width\" content=\"787\" \/>\n\t<meta property=\"og:image:height\" content=\"443\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ing. \u017daneta Milo\u0161ov\u00e1 (Hav\u00edrov\u00e1)\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"GreenGate\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuty\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/green-gate.eu\/cs\/#\/schema\/person\/cc65f62f404f1cfdf713e76d8b70cbea\"},\"headline\":\"Greenwashing &#8211; jak nenalet\u011bt \u201ezelen\u00e9mu\u201c marketingu?\",\"datePublished\":\"2023-12-22T09:15:19+00:00\",\"dateModified\":\"2024-01-06T13:29:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/\"},\"wordCount\":1340,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/green-gate.eu\/cs\/#organization\"},\"image\":{\"@id\":\"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/12\/greenwashing-cover.png\",\"articleSection\":[\"JE DOBR\u00c9 V\u011aD\u011aT\"],\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/\",\"url\":\"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/\",\"name\":\"Greenwashing - jak nenalet\u011bt \u201ezelen\u00e9mu\u201c marketingu? - GreenGate\",\"isPartOf\":{\"@id\":\"https:\/\/green-gate.eu\/cs\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/12\/greenwashing-cover.png\",\"datePublished\":\"2023-12-22T09:15:19+00:00\",\"dateModified\":\"2024-01-06T13:29:52+00:00\",\"description\":\"V\u00fdrobci, kte\u0159\u00ed si hraj\u00ed na super eko a bio, ale p\u0159itom je to le\u017e.\",\"breadcrumb\":{\"@id\":\"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#breadcrumb\"},\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#primaryimage\",\"url\":\"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/12\/greenwashing-cover.png\",\"contentUrl\":\"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/12\/greenwashing-cover.png\",\"width\":787,\"height\":443},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/green-gate.eu\/cs\/homepage\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Greenwashing &#8211; jak nenalet\u011bt \u201ezelen\u00e9mu\u201c marketingu?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/green-gate.eu\/cs\/#website\",\"url\":\"https:\/\/green-gate.eu\/cs\/\",\"name\":\"GreenGate\",\"description\":\"Learn how to create healthier beauty routines and debunk common myths.\",\"publisher\":{\"@id\":\"https:\/\/green-gate.eu\/cs\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/green-gate.eu\/cs\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"cs\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/green-gate.eu\/cs\/#organization\",\"name\":\"GreenGate\",\"url\":\"https:\/\/green-gate.eu\/cs\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\/\/green-gate.eu\/cs\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/04\/brand.png\",\"contentUrl\":\"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/04\/brand.png\",\"width\":263,\"height\":108,\"caption\":\"GreenGate\"},\"image\":{\"@id\":\"https:\/\/green-gate.eu\/cs\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/green-gate.eu\/cs\/#\/schema\/person\/cc65f62f404f1cfdf713e76d8b70cbea\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\/\/green-gate.eu\/cs\/#\/schema\/person\/image\/077c05906ce7b8a014776f7cd6ade944\",\"url\":\"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/05\/default-avatar.png\",\"contentUrl\":\"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/05\/default-avatar.png\",\"caption\":\"admin\"},\"description\":\"Share a little biographical information to fill out your profile. This may be shown publicly.\",\"sameAs\":[\"https:\/\/green-gate.eu\"],\"url\":\"https:\/\/green-gate.eu\/cs\/blog\/author\/admin\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Greenwashing - jak nenalet\u011bt \u201ezelen\u00e9mu\u201c marketingu? - GreenGate","description":"V\u00fdrobci, kte\u0159\u00ed si hraj\u00ed na super eko a bio, ale p\u0159itom je to le\u017e.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/","og_locale":"cs_CZ","og_type":"article","og_title":"Greenwashing - jak nenalet\u011bt \u201ezelen\u00e9mu\u201c marketingu? - GreenGate","og_description":"V\u00fdrobci, kte\u0159\u00ed si hraj\u00ed na super eko a bio, ale p\u0159itom je to le\u017e.","og_url":"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/","og_site_name":"GreenGate","article_published_time":"2023-12-22T09:15:19+00:00","article_modified_time":"2024-01-06T13:29:52+00:00","og_image":[{"width":787,"height":443,"url":"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/12\/greenwashing-cover.png","type":"image\/png"}],"author":"Ing. \u017daneta Milo\u0161ov\u00e1 (Hav\u00edrov\u00e1)","twitter_card":"summary_large_image","twitter_misc":{"Napsal(a)":"GreenGate","Odhadovan\u00e1 doba \u010dten\u00ed":"4 minuty"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#article","isPartOf":{"@id":"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/"},"author":{"name":"admin","@id":"https:\/\/green-gate.eu\/cs\/#\/schema\/person\/cc65f62f404f1cfdf713e76d8b70cbea"},"headline":"Greenwashing &#8211; jak nenalet\u011bt \u201ezelen\u00e9mu\u201c marketingu?","datePublished":"2023-12-22T09:15:19+00:00","dateModified":"2024-01-06T13:29:52+00:00","mainEntityOfPage":{"@id":"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/"},"wordCount":1340,"commentCount":0,"publisher":{"@id":"https:\/\/green-gate.eu\/cs\/#organization"},"image":{"@id":"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#primaryimage"},"thumbnailUrl":"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/12\/greenwashing-cover.png","articleSection":["JE DOBR\u00c9 V\u011aD\u011aT"],"inLanguage":"cs","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/","url":"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/","name":"Greenwashing - jak nenalet\u011bt \u201ezelen\u00e9mu\u201c marketingu? - GreenGate","isPartOf":{"@id":"https:\/\/green-gate.eu\/cs\/#website"},"primaryImageOfPage":{"@id":"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#primaryimage"},"image":{"@id":"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#primaryimage"},"thumbnailUrl":"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/12\/greenwashing-cover.png","datePublished":"2023-12-22T09:15:19+00:00","dateModified":"2024-01-06T13:29:52+00:00","description":"V\u00fdrobci, kte\u0159\u00ed si hraj\u00ed na super eko a bio, ale p\u0159itom je to le\u017e.","breadcrumb":{"@id":"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#breadcrumb"},"inLanguage":"cs","potentialAction":[{"@type":"ReadAction","target":["https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/"]}]},{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#primaryimage","url":"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/12\/greenwashing-cover.png","contentUrl":"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/12\/greenwashing-cover.png","width":787,"height":443},{"@type":"BreadcrumbList","@id":"https:\/\/green-gate.eu\/cs\/blog\/je-dobre-vedet\/greenwashing-jak-nenaletet-zelenemu-marketingu\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/green-gate.eu\/cs\/homepage\/"},{"@type":"ListItem","position":2,"name":"Greenwashing &#8211; jak nenalet\u011bt \u201ezelen\u00e9mu\u201c marketingu?"}]},{"@type":"WebSite","@id":"https:\/\/green-gate.eu\/cs\/#website","url":"https:\/\/green-gate.eu\/cs\/","name":"GreenGate","description":"Learn how to create healthier beauty routines and debunk common myths.","publisher":{"@id":"https:\/\/green-gate.eu\/cs\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/green-gate.eu\/cs\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"cs"},{"@type":"Organization","@id":"https:\/\/green-gate.eu\/cs\/#organization","name":"GreenGate","url":"https:\/\/green-gate.eu\/cs\/","logo":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/green-gate.eu\/cs\/#\/schema\/logo\/image\/","url":"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/04\/brand.png","contentUrl":"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/04\/brand.png","width":263,"height":108,"caption":"GreenGate"},"image":{"@id":"https:\/\/green-gate.eu\/cs\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/green-gate.eu\/cs\/#\/schema\/person\/cc65f62f404f1cfdf713e76d8b70cbea","name":"admin","image":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/green-gate.eu\/cs\/#\/schema\/person\/image\/077c05906ce7b8a014776f7cd6ade944","url":"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/05\/default-avatar.png","contentUrl":"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/05\/default-avatar.png","caption":"admin"},"description":"Share a little biographical information to fill out your profile. This may be shown publicly.","sameAs":["https:\/\/green-gate.eu"],"url":"https:\/\/green-gate.eu\/cs\/blog\/author\/admin\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/green-gate.eu\/wp-content\/uploads\/2023\/12\/greenwashing-cover.png","authors":[{"term_id":161,"user_id":0,"is_guest":1,"slug":"ing-zaneta-milosova-havirova","display_name":"Ing. \u017daneta Milo\u0161ov\u00e1 (Hav\u00edrov\u00e1)","avatar_url":{"url":"https:\/\/green-gate.eu\/wp-content\/uploads\/2024\/04\/Zaneta_medailonek-scaled.jpg","url2x":"https:\/\/green-gate.eu\/wp-content\/uploads\/2024\/04\/Zaneta_medailonek-scaled.jpg"},"user_url":"","last_name":"","first_name":"","job_title":"","description":"Vede spole\u010dnost GreenScan, kter\u00e1 prosazuje svobodu volby a pr\u00e1vo na informace pro ka\u017ed\u00e9ho spot\u0159ebitele. Vystudovala V\u0160B-TUO v oborech Environment\u00e1ln\u00edch v\u011bd. V\u017edy se sna\u017eila hledat rovnov\u00e1hu mezi p\u0159\u00edrodou a modern\u00edm sv\u011btem. V\u011bnuje se popularizaci v\u011bdy, osv\u011bt\u011b a vzd\u011bl\u00e1v\u00e1n\u00ed v oblasti \u0161kodliv\u00fdch l\u00e1tek kolem n\u00e1s. Po\u0159\u00e1d\u00e1 semin\u00e1\u0159e, webin\u00e1\u0159e, workshopy a poradenstv\u00ed pro jednotlivce, firmy a organizace."}],"_links":{"self":[{"href":"https:\/\/green-gate.eu\/cs\/wp-json\/wp\/v2\/posts\/16835"}],"collection":[{"href":"https:\/\/green-gate.eu\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/green-gate.eu\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/green-gate.eu\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/green-gate.eu\/cs\/wp-json\/wp\/v2\/comments?post=16835"}],"version-history":[{"count":7,"href":"https:\/\/green-gate.eu\/cs\/wp-json\/wp\/v2\/posts\/16835\/revisions"}],"predecessor-version":[{"id":17215,"href":"https:\/\/green-gate.eu\/cs\/wp-json\/wp\/v2\/posts\/16835\/revisions\/17215"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/green-gate.eu\/cs\/wp-json\/wp\/v2\/media\/16824"}],"wp:attachment":[{"href":"https:\/\/green-gate.eu\/cs\/wp-json\/wp\/v2\/media?parent=16835"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/green-gate.eu\/cs\/wp-json\/wp\/v2\/categories?post=16835"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/green-gate.eu\/cs\/wp-json\/wp\/v2\/tags?post=16835"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/green-gate.eu\/cs\/wp-json\/wp\/v2\/ppma_author?post=16835"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}