{"id":17205,"date":"2023-12-22T10:15:19","date_gmt":"2023-12-22T09:15:19","guid":{"rendered":"https:\/\/green-gate.eu\/blog\/je-dobre-vediet\/greenwashing-law\/"},"modified":"2024-01-06T14:26:17","modified_gmt":"2024-01-06T13:26:17","slug":"greenwashing-ako-nenaletiet-zelenemu-marketingu","status":"publish","type":"post","link":"https:\/\/green-gate.eu\/sk\/blog\/je-dobre-vediet\/greenwashing-ako-nenaletiet-zelenemu-marketingu\/","title":{"rendered":"Greenwashing \u2013 ako nenaletiet \u201ezelenemu\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; theme_builder_area=&#8220;post_content&#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; theme_builder_area=&#8220;post_content&#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; theme_builder_area=&#8220;post_content&#8220;][et_pb_text _builder_version=&#8220;4.23&#8243; _module_preset=&#8220;default&#8220; hover_enabled=&#8220;0&#8243; global_colors_info=&#8220;{}&#8220; theme_builder_area=&#8220;post_content&#8220; sticky_enabled=&#8220;0&#8243;]<\/p>\n<p>Po\u010duli ste u\u017e niekedy tento n\u00e1zov? Mo\u017eno toto slovo po\u010dujete prv\u00fdkr\u00e1t, ale ur\u010dite ste u\u017e po\u010duli slovn\u00e9 spojenie<strong> klamliv\u00e1 reklama<\/strong>. Jednoducho povedan\u00e9, greenwashing (GW) je <strong>\u0161\u00edrenie nepravdiv\u00fdch alebo ne\u00fapln\u00fdch inform\u00e1ci\u00ed s&nbsp;cie\u013eom pril\u00e1ka\u0165 \u013eud\u00ed<\/strong> na svoju stranu <a href=\"https:\/\/eur-lex.europa.eu\/CS\/legal-content\/summary\/unfair-commercial-practices.html\">[1]<\/a>. Inform\u00e1cie o&nbsp;tom, \u017ee organiz\u00e1cia, spolo\u010dnos\u0165 alebo v\u00fdrobky s\u00fa ekologick\u00e9, \u0161etrn\u00e9 k&nbsp;\u017eivotn\u00e9mu prostrediu a&nbsp;\u017ee svoj\u00edm v\u00fdberom pom\u00f4\u017eete plan\u00e9te. Len\u017ee to tak nie je, a&nbsp;pr\u00e1ve to je greenwashing.<\/p>\n<p>Nie v\u017edy je to \u00famyseln\u00e9, niekedy ide len o&nbsp;<strong>neznalos\u0165 spolo\u010dnost\u00ed<\/strong> <a href=\"https:\/\/www.nogreenwashing.cz\">[2]<\/a>. To v\u0161ak ni\u010d nemen\u00ed na skuto\u010dnosti, \u017ee greenwashing je <strong>\u0161kodliv\u00fd<\/strong>. \u013dudia, ktor\u00ed sa sna\u017eia spr\u00e1va\u0165 ekologicky, \u010dasto po zisten\u00ed zav\u00e1dzaj\u00facich inform\u00e1ci\u00ed str\u00e1caj\u00fa chu\u0165 spr\u00e1va\u0165 sa na\u010falej zodpovedne. GW preto m\u00f4\u017ee<strong> zn\u00ed\u017ei\u0165 d\u00f4veru<\/strong> v&nbsp;ekologick\u00e9 v\u00fdrobky. Ur\u010dite si spom\u00ednate na diskusie o&nbsp;predra\u017een\u00fdch ekologick\u00fdch vaj\u00ed\u010dkach, mlieku a&nbsp;podobne, ktor\u00e9 s\u00fa menej kvalitn\u00e9 ako komer\u010dn\u00e9 v\u00fdrobky. M\u00f4\u017ee sa sta\u0165 \u010doko\u013evek.<\/p>\n<p>Preto je d\u00f4le\u017eit\u00e9, aby sme mohli d\u00f4verova\u0165, \u017ee v\u00fdrobky, firmy, organiz\u00e1cie s\u00fa skuto\u010dne kvalitn\u00e9 a&nbsp;\u0161etrn\u00e9 k&nbsp;\u017eivotn\u00e9mu prostrediu, aby sme vedeli, kde tieto inform\u00e1cie h\u013eada\u0165 a&nbsp;ako ich \u010d\u00edta\u0165. Vyzna\u0165 sa v&nbsp;mnoh\u00fdch environment\u00e1lnych zna\u010dk\u00e1ch a&nbsp;produktov\u00fdch iniciat\u00edvach je prakticky nemo\u017en\u00e9. V&nbsp;Eur\u00f3pskej \u00fanii je akt\u00edvnych<strong>viac ako 200 environment\u00e1lnych zna\u010diek a&nbsp;vo svete viac ako 450 <\/strong><a href=\"https:\/\/ec.europa.eu\/environment\/eussd\/smgp\/initiative_on_green_claims.htm\">[3]<\/a>. <strong>Zelen\u00e1 dohoda pre Eur\u00f3pu<\/strong> sa sna\u017e\u00ed tento probl\u00e9m rie\u0161i\u0165 tvrden\u00edm, \u017ee spolo\u010dnosti a&nbsp;organiz\u00e1cie by mali by\u0165 schopn\u00e9 podlo\u017ei\u0165 svoje tvrdenia skuto\u010dn\u00fdmi v\u00fdsledkami zalo\u017een\u00fdmi na metodike hodnotenia vplyvu na \u017eivotn\u00e9 prostredie <a href=\"https:\/\/commission.europa.eu\/strategy-and-policy\/priorities-2019-2024\/european-green-deal_en\">[4]<\/a>.<\/p>\n<p>Na pr\u00edklady greenwashingu u\u017e upozornili m\u00e9di\u00e1, preto d\u00fafajme, \u017ee sa spolo\u010dnosti \u010doskoro pou\u010dia z&nbsp;tak\u00fdchto prakt\u00edk a&nbsp;prestan\u00fa zav\u00e1dza\u0165 svojich spotrebite\u013eov (odkaz na \u010dl\u00e1nky <a href=\"https:\/\/www.idnes.cz\/ekonomika\/domaci\/greenwashing-klamani-spotrebitele-firmy-ekologie.A220405_152437_eko-doprava_rie\">tu <\/a>a <a href=\"https:\/\/www.idnes.cz\/ekonomika\/zahranicni\/bavlnene-tasky-jsou.A210831_082622_eko-zahranicni_vebe\">tu<\/a>). Existuje mno\u017estvo \u010fal\u0161\u00edch spolo\u010dnost\u00ed, ktor\u00e9 sa dopustili greenwashingu, \u010di u\u017e ide o&nbsp;biologicky nerozlo\u017eite\u013en\u00e9 papierov\u00e9 slamky v&nbsp;re\u0161taur\u00e1ci\u00e1ch r\u00fdchleho ob\u010derstvenia alebo podobn\u00fd probl\u00e9m s&nbsp;plastov\u00fdmi f\u013ea\u0161ami <a href=\"https:\/\/dvazelenaci.cz\/greenwashing\/\">[5]<\/a>. Zatia\u013e n\u00e1m nezost\u00e1va ni\u010d in\u00e9, len pozorne \u010d\u00edta\u0165, zauj\u00edma\u0165 sa a&nbsp;<strong>d\u00e1va\u0165 si pozor na ne\u00fapln\u00e9 inform\u00e1cie<\/strong>. V&nbsp;tomto \u010dl\u00e1nku v\u00e1m uk\u00e1\u017eeme naj\u010dastej\u0161ie veci, na ktor\u00e9 si treba d\u00e1va\u0165 pozor, aby ste nenaleteli na greenwashing!<\/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; theme_builder_area=&#8220;post_content&#8220;][\/et_pb_image][et_pb_text _builder_version=&#8220;4.23&#8243; _module_preset=&#8220;default&#8220; hover_enabled=&#8220;0&#8243; global_colors_info=&#8220;{}&#8220; theme_builder_area=&#8220;post_content&#8220; sticky_enabled=&#8220;0&#8243;]<\/p>\n<h3>Pr\u00edklady GW:<\/h3>\n<ul>\n<li aria-level=\"1\">Spolo\u010dnosti \u010dasto uv\u00e1dzaj\u00fa len t\u00fa \u010das\u0165 inform\u00e1ci\u00ed, ktor\u00e1 je pre spotrebite\u013eov atrakt\u00edvna: napr. \u017ee kr\u00e9m obsahuje<strong> 100&nbsp;% bio avok\u00e1do<\/strong> a&nbsp;\u017ee je v&nbsp;zelenom obale. V&nbsp;celom balen\u00ed je v\u0161ak <strong>menej ako 0,01&nbsp;% avok\u00e1da<\/strong> a&nbsp;ostatn\u00e9 zlo\u017eky nemusia by\u0165 v\u00f4bec ekologick\u00e9.<\/li>\n<li aria-level=\"1\">Lichotiv\u00e9 n\u00e1zvy ako <strong>bio, nature, natural, eco, organic <\/strong>at\u010f. s\u00fa \u010dasto len marketingov\u00e9 triky.<\/li>\n<li aria-level=\"1\">Obaly vyroben\u00e9 zo 75&nbsp;% z&nbsp;recyklovan\u00e9ho materi\u00e1lu. Ch\u00fdbaj\u00fa inform\u00e1cie o&nbsp;tom, z&nbsp;\u010doho je vyroben\u00fd zvy\u0161ok. Tak\u00e9to obaly u\u017e nemusia by\u0165 recyklovate\u013en\u00e9 v\u00f4bec alebo sa recykluj\u00fa ve\u013emi \u0165a\u017eko.\u00a0\u00a0<\/li>\n<li aria-level=\"1\">V\u00fdrobok neobsahuje parab\u00e9ny, silik\u00f3ny a&nbsp;podobne. \u010co namiesto toho obsahuje? To u\u017e v\u00fdrobca neuv\u00e1dza. V\u00fdrobca preto op\u00e4\u0165 pou\u017e\u00edva len t\u00fa \u010das\u0165 inform\u00e1ci\u00ed, ktor\u00fa spotrebite\u013e chce po\u010du\u0165.<\/li>\n<li aria-level=\"1\">Obal je 100&nbsp;% recyklovate\u013en\u00fd. WOOOW! Skvel\u00e1 reklama, nech\u00fdba zelen\u00fd obal s&nbsp;pr\u00edrodn\u00fdmi mot\u00edvmi. Ale \u010do je vo vn\u00fatri obalu?\u00a0<\/li>\n<li aria-level=\"1\">Inform\u00e1cia, \u017ee spolo\u010dnos\u0165 zn\u00ed\u017eila svoje emisie o&nbsp;40&nbsp;%. \u00c1no? Za v\u0161etky svoje aktivity?\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/li>\n<li aria-level=\"1\">Zn\u00ed\u017eenie spotreby plastov o&nbsp;20&nbsp;% pri konkr\u00e9tnom v\u00fdrobku. U\u0161\u013eachtil\u00e9, ale pre\u010do je okolo plastov\u00e9ho kel\u00edmku pridan\u00fd papier (\u010dasto vidite\u013en\u00fd pri jogurtoch)? Pre n\u00e1s je to pr\u00e1ca navy\u0161e, ke\u010f mus\u00edme odobra\u0165 vrchn\u00fa \u010das\u0165, odstr\u00e1ni\u0165 papier, oddeli\u0165 materi\u00e1ly a&nbsp;triedi\u0165. \u010co viem z&nbsp;vlastnej sk\u00fasenosti, \u013eudia to nerobia, preto\u017ee je to jednoducho &#8222;prive\u013ea&#8220;.<\/li>\n<li aria-level=\"1\">To, \u017ee je nie\u010do pr\u00edrodn\u00e9 &#8211; karm\u00edn, \u017el\u010d, mo\u010dovina, lanol\u00edn (tuk z&nbsp;ov\u010dej vlny), vosk alebo niektor\u00e9 rastlinn\u00e9 l\u00e1tky &#8211; neznamen\u00e1, \u017ee je v\u00fdrobok celkovo udr\u017eate\u013en\u00fd alebo \u0161etrn\u00fd k&nbsp;\u017eivotn\u00e9mu prostrediu. Uveden\u00e9 l\u00e1tky s\u00fa pr\u00edrodn\u00e9, ale slovo pr\u00edrodn\u00fd nie je obmedzen\u00e9 z\u00e1konom.\u00a0<\/li>\n<li aria-level=\"1\">Podobne ako v&nbsp;pr\u00edpade recykl\u00e1cie s\u00fa inform\u00e1cie o&nbsp;kompostovate\u013enosti \u010dasto zav\u00e1dzaj\u00face. Nie je vysvetlen\u00e9, ako, kde a&nbsp;za ak\u00fdch podmienok by ste mali kompostova\u0165 v&nbsp;be\u017enej dom\u00e1cnosti. Kompostovanie je veda a&nbsp;chcela by som vidie\u0165, ako niekto kompostuje plienky na dom\u00e1com kompostovisku \ud83d\ude42 .\u00a0<\/li>\n<li aria-level=\"1\">V\u00fdrobok je 100&nbsp;% biologicky rozlo\u017eite\u013en\u00fd. D\u00fafajme, \u017ee \u00e1no! Za ak\u00fdch podmienok? Ale \u010do obal?\u00a0<\/li>\n<li aria-level=\"1\">Ekologick\u00fd v\u00fdrobok v&nbsp;s\u00falade s&nbsp;pr\u00edrodou&#8230; Kr\u00e1sne nap\u00edsan\u00e9, ale \u010do to znamen\u00e1? \ud83d\ude03<\/li>\n<li aria-level=\"1\">V\u00fdrobky v&nbsp;zelen\u00fdch obaloch s&nbsp;pr\u00edrodn\u00fdm mot\u00edvom nemusia <strong>znamena\u0165 ekologick\u00fd v\u00fdrobok<\/strong>. \u010casto v\u0161ak zaujm\u00fa na prv\u00fd poh\u013ead, a&nbsp;o&nbsp;to ide.<\/li>\n<li aria-level=\"1\">Zd\u00f4raznenie toho, \u010do v\u00fdrobok neobsahuje, bez uvedenia \u00fapln\u00e9ho zlo\u017eenia (\u010dasto plienky, pracie pr\u00e1\u0161ky, ale aj \u0161amp\u00f3ny alebo dekorat\u00edvna kozmetika <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<h3>Ako nepod\u013eahn\u00fa\u0165 &#8222;zelen\u00e9mu vym\u00fdvaniu mozgov&#8220;?<\/h3>\n<ul>\n<li aria-level=\"1\">Inform\u00e1cie vl\u00e1dnu svetu, preto \u010d\u00edtajte viac ne\u017e len to, \u010do chce v\u00fdrobca. To znamen\u00e1 zisti\u0165 si \u00fapln\u00e9 zlo\u017eenie v\u00fdrobku, zna\u010dky, z&nbsp;ak\u00fdch materi\u00e1lov je v\u00fdrobok vyroben\u00fd at\u010f.<\/li>\n<li aria-level=\"1\">Neuspokojte sa len s&nbsp;obr\u00e1zkom pr\u00edrody, zelen\u00fdm obalom at\u010f. ale pre\u010d\u00edtajte si v\u0161etko, \u010do sa d\u00e1.<\/li>\n<li aria-level=\"1\">Vypo\u010d\u00edtajte si percentu\u00e1lny podiel tzv. organick\u00fdch zlo\u017eiek, ak nejak\u00e9 s\u00fa.\u00a0<\/li>\n<li aria-level=\"1\">N\u00e1jdite si v\u00fdrobok alebo spolo\u010dnos\u0165, ktor\u00e1 preuk\u00e1zala (napr. d\u00f4veryhodn\u00fdm certifik\u00e1tom), \u017ee je \u0161etrn\u00e1 k&nbsp;\u017eivotn\u00e9mu prostrediu a&nbsp;z\u00e1rove\u0148 f\u00e9rov\u00e1 k&nbsp;svojim zamestnancom (\u010do nie je jednoduch\u00e9 \ud83d\ude15). Vyberte si nieko\u013eko zna\u010diek, pre\u010d\u00edtajte si o&nbsp;nich inform\u00e1cie z&nbsp;d\u00f4veryhodn\u00fdch zdrojov <a href=\"http:\/\/zelenenakupovani.cz\/web\/www\/zaloha\/cenia-akt-tema.nsf\/$pid\/MZPMSFOS8F78\">[7]<\/a>.<\/li>\n<li aria-level=\"1\">N\u00e1jdite si <strong>miestnych v\u00fdrobcov<\/strong> &#8211; v\u00e4\u010d\u0161inou men\u0161\u00edch lok\u00e1lnych v\u00fdrobcov, ktor\u00ed vyr\u00e1baj\u00fa len &#8222;dom\u00e1ce&#8220; v\u00fdrobky v&nbsp;men\u0161\u00edch predajn\u00fdch mno\u017estv\u00e1ch.<\/li>\n<li aria-level=\"1\">Vyberajte si<strong> ingrediencie z&nbsp;miestnych alebo bl\u00edzkych zdrojov<\/strong>, pr\u00edpadne si vyh\u013eadajte inform\u00e1cie o&nbsp;tom, \u010do, ktor\u00e9 ingrediencie naozaj s\u00fa a&nbsp;odkia\u013e poch\u00e1dzaj\u00fa. Ak to v\u00fdrobca uv\u00e1dza, je v\u00e4\u010d\u0161ia \u0161anca, \u017ee neklame a&nbsp;\u017ee sa spr\u00e1va zodpovedne.<\/li>\n<li aria-level=\"1\">Nikto z&nbsp;n\u00e1s pravdepodobne hne\u010f nepobe\u017e\u00ed na \u00farady, aby sa s\u0165a\u017eoval, alebo sa neobr\u00e1ti na odborn\u00edkov na problematiku greenwashingu. Existuje v\u0161ak mo\u017enos\u0165 nahl\u00e1si\u0165 tieto nekal\u00e9 praktiky obchodnej in\u0161pekcii.<\/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; hover_enabled=&#8220;0&#8243; global_colors_info=&#8220;{}&#8220; theme_builder_area=&#8220;post_content&#8220; sticky_enabled=&#8220;0&#8243;]<\/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\u00fdrobcovia, ktor\u00ed sa hraj\u00fa na super ekologick\u00fdch a&nbsp;organick\u00fdch, ale je to lo\u017e.<\/p>\n","protected":false},"author":1,"featured_media":16825,"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":[120],"tags":[],"ppma_author":[163],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Greenwashing \u2013 ako nenaletiet \u201ezelenemu\u201c marketingu? 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