Guidelines for Environmental Labelling and Advertising
Category: Legislative
Document Type: Criteria
Role: Main
South Korea's Guidelines on Environmental Advertising (Undated) Mandate Truthfulness and Prevent Misleading Claims
These Guidelines, issued under Article 3 of the Act on Fair Labelling and Advertising and Article 3 of its Enforcement Decree, constitute legally binding subsidiary legislation in South Korea. Their primary purpose is to regulate environmental advertising to ensure it is truthful, clear, capable of being substantiated, and comprehensive, thereby preventing deceptive or misleading claims (often referred to as greenwashing). The scope of the Guidelines covers advertisements related to the environment, specifically defining "environmental properties or efficacy" to include factors such as the degree of greenhouse gas emissions and energy consumption throughout a product's entire life cycle. Key obligations for advertisers include ensuring claims are accurate, easily understood, supported by evidence, and consider the environmental impact across the product's full process or life cycle. The Guidelines provide illustrative case examples; for instance, it is deemed inappropriate for airlines using carbon offsets to claim their flights contribute to a carbon-neutral future, and misleading for a company to advertise a significant carbon emission reduction (e.g., 33%) while excluding a major component like transport in fine print. The affected sectors include any entity engaging in environmental advertising, with airlines mentioned as a specific example. The summary does not specify any deadlines or compliance dates.
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Full text:
위임행정규칙
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