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由于绿色环保商品愈来愈受青睐,企业竞相使用绿色商标、环境或生态标志,利用绿色广告、环保声明等宣传手段向消费者推销绿色商品。然而,很多企业的绿色广告和环保声明具有一定的欺骗性,从形式或内容上误导消费者,构成所谓的“漂绿营销”。我国应在《商标法》中准确界定绿色商标,规范其中请和使用,强化其审查和监管,并在《反不正当竞争法》中对“漂绿营销”做出专门的禁止性规定,同时应由政府相关执法部门制定《绿色营销手册》,统一规范绿色标准体系,禁止企业进行“漂绿营销”。企业则应当树立“绿色”理念,自觉履行“绿色”社会责任,并通过自身的绿色产品和绿色营销引导消费者的理性消费,促进绿色产业和绿色市场的健康有序发展。
As green products are increasingly favored, companies compete to use green trademarks, environmental or eco-labels, and advertise green products to consumers using green advertising, environmental claims and other promotional tools. However, many companies have a certain degree of deceptive green advertising and environmental claims, from the form or content to mislead consumers, constitute the so-called China should define the green trademark accurately in the Trademark Law, standardize its application and use, strengthen its review and supervision, and make a special prohibition on “green marketing” in the “Unfair Competition Law” At the same time, the relevant law enforcement departments of the government should formulate a “green marketing manual” to standardize the green standard system and prohibit enterprises from conducting “green marketing”. Enterprises should establish a “green” concept and consciously fulfill their “green ” social responsibility. And through their own green products and green marketing, they should guide consumers’ rational consumption so as to promote the healthy and orderly development of green industries and green markets.