TOKYO - A survey by the Consumer Affairs Agency has found that dozens of eco-labels on products and services in Japan lack clear claims, with some falsely suggesting third-party certification.
The country's first environment-friendly label, a type of advertisement, was Eco Mark, established by the Japan Environment Association in 1989, while labels without third-party certification began to appear in the late 1990s, according to the agency.
In a survey conducted last year, the agency assessed 139 labels according to six criteria, including clarity and scope, and found that 59 used nature-themed images without explaining environmental benefits and 20 did not specify whether claims applied to products or packaging.
One label carried the word "certified" and another bore an "accreditation number," even though they had not received certification from a third-party organization, the agency said in a report released in August this year.
The agency warned that such misleading labels could violate the Act against Unjustifiable Premiums and Misleading Representations, and it would consider administrative action in serious cases.
Takashi Fujisaki, the association's business division chief, said the European Union bans environmental labels without third-party certification to combat greenwashing, the practice of presenting misleading or false information about environmental impact to appear more sustainable or eco-friendly.
The agency also found that 30 to 40 percent of consumers surveyed said they "refer to environmental labels" in making purchasing decisions.
"Clarifying whether they are certified labels or original labels by businesses could help consumers make decisions," Fujisaki said.
