Greenwashing, Greenwishing and Greenhushing in the context of Unfair Competition, Intellectual Property Protection and Consumer Rights

The problems of greenwashing and its manifestations in the modern world are of particular importance, since objective, truthful information about goods and services underlies normal economic processes, serves to respect the interests of consumers around the world and protect competition. It is also associated with the fair use of intellectual property, intellectual property rights. The problems of greenwashing not only affect the sphere of competition and consumer protection legislation They can also be qualified as problems of legislation in the field of intellectual property. The trend towards sustainable product choices does not result in a proportionate increase in eligible purchases due to the trend towards distrust caused by the proliferation of vague, ambiguous and unverifiable environmental claims. Unification of approaches to the qualification of greenwashing and its various manifestations with an emphasis on a special type of unfair acts of doing business with certain qualifying characteristics will ensure the sustainable development of international markets for goods and services, since greenwashing is more often used by large manufacturers operating in the markets of many countries to gain competitive advantages. At the same time, within the scope of intellectual property law, it is also advisable to research and regulate the inadmissibility of using greenwashing practices when using the results of intellectual activity and, above all, means of individualization.

1. Adams M. High Court decision on $125 million fine for Volkswagen is a warning to all greenwashers // The Conversation. November 12, 2021. URL: https://theconversation.com/high-court-decision-on-125-million-fine-for-volkswagen-is-a-warning-to-all-greenwashers-171733 (дата обращения: 12.07.2024).

2. Aristova E. Greenwashing Exposed: A Close Look at the Existing Case Law (Part 3) // 12 December 2023. URL: https://blogs.law.ox.ac.uk/oblb/blog-post/2023/12/greenwashing-exposed-close-look-existing-case-law-part‑3 (дата обращения: 12.07.2024).

3. Bradley-Smith A. Danimer Scientific Lied About its Products, Falsely Inflating Share Prices, Class Action Claims // May 14, 2021. URL: https://topclassactions.com/lawsuit-settlements/securities/breaking-danimer-scientific-lied-about-its-products-falsely-inflating-share-prices-class-action-claims/ (дата обращения: 12.07.2024).

4. Bryce A., Burr A., White O. IP & the Environment — the fine balance between eco-friendly and greenwashing // 4 December 2023. URL: https://brodies.com/insights/ip-technology-and-data/ip-and-the-environment-the-fine-balance-between-eco-friendly-and-greenwashing/ (дата обращения: 10.07.2024).

5. O’Neill K. Greenwashing, Greenwishing and Greenhushing — The three deceptions undermining corporate sustainability // November 28, 2023. URL: https://www.reputation-inc.com/thinking/greenwashing-greenwishing-and-greenhushing-the-three-deceptions-undermining-corporate-sustainability (дата обращения: 16.07.2024).

6. Park K. Green trademarks and the risk of greenwashing // December 2022. URL: https://www.wipo.int/wipo_magazine/en/2022/04/article_0006.html (дата обращения: 12.07.2024).

7. Salerno G., Gurvitz M. World IP Day: Green Patents — Sustainable Innovation Driving the Future // 26 April 2024. URL: https://www.montaury.com.br/en/world-ip-day-green-patents-sustainable-innovation-driving-the-future (дата обращения: 10.07.2024).

8. Sartori B., Campesato S. Greenwashing, European regulation and Italian legal framework: the challenge of transparency in environmental marketing // March 25 2024. URL: https://www.lexology.com/library/detail.aspx?g=d6b6c09a-fe77-4041-b70dџ7ccaf7cd9426 (дата обращения: 06.07.2024).

9. Tian D. Greenwashing lawsuits in businesses: Notable cases and consequences (Part 2) // Circularise. May 4, 2023. URL: https://www.circularise.com/blogs/greenwashing-lawsuits-in-businesses-part‑2 (дата обращения: 12.07.2024).

10. Westley R. IP, sustainability and the perils of «greenwashing» // URL: https://www.traverssmith.com/knowledge/knowledge-container/ip-sustainability-and-the-perils-of-greenwashing/ (дата обращения: 08.07.2024).