Climate neutral according to CNG label

A new nuance in the discussion about ‘climate neutral’ claims: Arla mentions on its organic dairy products that the milk and yogurt would be climate neutral, as it invests in the planting of new trees in Africa. By this Arla means that its dairy is climate neutral because it is certified according to the climate neutral label CNG (Climate Neutral Group), a solid quality label with strict requirements. That label uses the wording "climate neutral”. Can Arla do this too? The Board of Appeal distinguishes between two types of climate-neutral statements.

CNG label climate neutral.
Arla may use the term climate neutral in advertising related to the Climate Neutral CNG label. However ... this must be done in a clear manner. The packaging of Arla organic dairy products refers only sparsely to the CNG climate neutral label. And as long as this label is not yet widely known to the public, Arla will have to be much clearer towards consumers. For example by explicitly saying: 'climate neutral according to the CNG climate neutral quality mark'. And of course with an easy-to-read reference to a website with a clear explanation of exactly what ‘climate neutral’ means.

Absolute claim
In addition, therefore, the Board of Appeal's now has the following new position on climate neutral claims: ‘climate’ neutral is an absolute claim that claims a guaranteed result, namely full compensation for emitted greenhouse gases. The average consumer will understand this to mean that, on balance, there is no harmful effect on the climate. Offsetting usually takes place through certified offset projects. While these meet certain recognized (theoretical) standards, no scientific consensus exists (yet) on the lasting effect. Therefore, the advertiser must demonstrate that it is absolutely certain that the CO2 can be fully and permanently offset. If the advertiser fails to do so, the Board of Appeal considers the absolute environmental claim ‘climate neutral’ in violation of the Environmental Advertising Code.

For Arla and other participants in the CNG climate neutral label, this is thus more flexible. But the following rule will always apply: consumers must be given clear information.

Ebba Hoogenraad