Toyota had an ad in Belgium that included the words "Zero emissions low." While the Prius is a model with very low CO₂ emissions, they're certainly not zero and the claim has been considered misleading. The advertisement did not contain any CO₂ emission or fuel consumption data, as is obliged under Belgian law, and thus violated European labeling directive 1999/94/EC. Friends of the Earth Europe's car efficiency campaigner, Jeroen Verhoeven, filed the complaint. "Car manufacturers are using 'greenwash' advertising to confuse consumers whilst at the same time blocking EU proposals for a target of 120g CO2/km by 2012. If Toyota is serious about reaching 'zero emissions' anytime soon then why are they blocking a 2012 target?", he said in a statement sent to AutoblogGreen.

This is not the first time Toyota has been into trouble for exaggerating the "greenness" of its products. Lexus, too, has had its problems. But as the big marketing motto for automakers is being shifted from security to ecology, they all make mistakes. Could this lead to banning green advertisements for cars, like in Norway?

[Source: EUBusiness, h/t to Jeroen]

In a dog bites man kind of move, Friends of the Earth has issued a report in which they criticize the oil industry for not doing more to reduce their carbon footprint. The environmental organization believes that measures to increase energy efficiency - as well as forgetting about biofuels - could be the key to reducing the footprint. FotE has made a similar argument in the past. Overall, FotE says, the oil industry could reduce carbon emission by between 10.5 and 11.5 percent through the two measures. This would allow the EU to reach its target of reducing carbon emissions by 20 percent in 2020. According to Friends of the Earth, oil companies aren't telling the truth to the EU when they claim they can't reach the 2020 target, something they say to reduce legislation and increase their profits.

[Source: Friends of the Earth]

Despite the celebration these days of the 3rd European Meeting for Sustainable Biofuels, Friends of the Earth has announced that the "sustainability" criteria for biofuels might be wrong. Next week, a symposium will be held in Argentina regarding the expansion of soy crops to produce biofuel.

According to Friends of the Earth, even when no harmful chemicals have been used to produce a certain type of crop, intensive mono-agriculture (growing a single crop) leads to the destruction of forests, savannah and wildlife. Mono-agriculture also makes land prices soar and does not improve production methods. The environmental organisation also stated that most of the crops that are used for biofuels are currently under the control of big corporations that just want to sell more of certain agriculture products, so they keep the demand high. In short, FotE says, sustainable means more than some might admit.

[Source: Friends of the Earth]

Friends of the Earth Europe thinks that some of Saab's latest ads are nothing but greenwashing, and has publicly warned the automaker to withdraw them or face legal challenge. FoEE instigated a summons (PDF) that was served to Saab's office in Belgium and "calls on the company to remove all wording and imagery from its website and brochures which associate its cars with nature or the protection of the environment. It must also withdraw false claims that driving a Saab reduces CO2 emissions." Another problem, FoEE says, is that Saab is not being clear about the CO₂ emissions and fuel consumption numbers of the BioPower engines, "which is a violation of Belgian and European law." If Saab doesn't meet the demands in eight days, FoEE "will file legal proceedings."

Related:

• Detroit 2008: Saab 9-4X BioPower Concept
• ACEA and voluntary CO₂ notes in European car ads
• It's Friday: Is Jeep's "Rock Me Gently" ad greenwashing? o|||||||o
• Tell the FTC how to regulate green ads before the Jan. 25 deadline

[Source: Friends of the Earth Europe]