Japan study reveals many eco-labels lack clear claims and may mislead shoppers

Japan’s Consumer Affairs Agency conducted a survey of 139 eco-labels on goods and services, evaluating them on six standards such as clarity and scope. The review showed that 59 labels featured nature-related graphics without detailing any environmental advantage, while 20 failed to specify whether the claim covered the product itself or its packaging. Notably, one label used the term “certified” and another displayed an accreditation number, yet neither had received verification from an independent body.

The agency cautioned that these misleading practices could violate the Act against Unjustifiable Premiums and Misleading Representations, and it may pursue administrative penalties in serious cases. Takashi Fujisaki, business division chief of the Japan Environment Association, pointed out that the European Union prohibits environmental labels lacking third-party certification to fight greenwashing. The survey also revealed that 30 to 40 percent of consumers consider environmental labels when making purchasing decisions, highlighting the need for clearer distinction between certified and company-created labels.