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Diving Briefs:
- The brand box water that sells a box is better and agreed to change the certain environmental argument for packaging according to the decision of the National Advertising Division of the Independent BBB National Program. This incident was started by the International Bottled Water Association.
- NAD recommended that BWIB would clarify or stop the claimable materials and sustainable sourcing, but the claims on the recycling or general sustainability of the box are fine.
- Boxed Water said in a statement published by email, “I am very pleased that our overwhelming number of arguments have been supported and stably proved by science.”
Dive Insights:
According to the Grand View Research, PET bottles still dominate individual non -carbonated water -resources products and account for more than 80% of their sales share last year. However, the use of metal and fiber -based containers is increasing. In addition to the box, the notable player selling water to the box includes only water and flow drinks.
The box -type water will be better released in 2009, and the marketing strategy focused on providing alternatives to water sold by a single plastic bottle. The company supports some of the environmental claims through life cycle evaluation. This shows how to select a sustainable packaging than a plastic bottle or aluminum can.
The LCA was shown in NAD’s survey on whether or not to go to the company. The non -profit organization decided that the LCA backed up a certain comparative environmental impact claim, including “box water is better than aluminum.”
But BWIB agreed to change a specific statement to clarify the comparison of the “premium” plastic bottle. In this statement, “The number of boxes is better”, “The number of boxes is better than plastic”, “Compared to single plastic bottles and canned food, the vegetable box affects the environment throughout the lifetime.”
NAD has reviewed over 50 implicit and obvious claims in the case of the International Bottled Water Association, which includes packaging suppliers such as soldiers and plastipak. IBWA said it was satisfied with the company’s voluntary revision by e -mail, but asked others to raise the objection and said, “We will reserve additional opinions on the final decision.”
NAD decided that some of the BWIB statements could be maintained as follows:
- The box is “recyclable” or “100% recyclable”. The box -type water properly shows that each box contains only three materials of fiber, aluminum and vegetable plastics, and all of this can be recycled. “It was not controversial that 100%of the box -type water box could be recycled if the facility was separated and capacity,” NAD said.
- BWIB planted 1.5 million trees. NAD has found that BWIB has fully supported the number of trees planted.
- General environmental benefits and sustainability claims are allowed. Earth’s arguments, such as “Earth I like our box”, “better for the earth” and “sustainable” do not require additional qualifications. But NAB suggested that BWIB better explains the “continuously supplied” statement.
In addition to changing claims related to life cycle evaluation, NAD recommended that BWIB would modify or remove specific messaging that could not be properly supported or interpreted incorrectly.
- Boxes are made of playable materials. Bwib ‘s The claim that “92% plant -based boxes” and “sugar cars are made of 92% regenerative materials” are based on mass balance approaches showing the upper limb liner film, and the cap shows 100% plant -based plastics. However, the general consumer suggested that the NAD will clearly modify because it does not know or understand the mass balance method used to track the material source and calculate the contents of the material. In addition, the “reproducible packaging option search” that modifies the qualified argument is modified, and the paper -based box is the most playable option in the water passage because the reusable bottle is not an option.
- The box is made of 100% plant -based materials and is biodegradable. BWIB’s advertisement concluded that this message was “not reasonably delivered.”
According to an e -mail, the International Bottled Water Association said, “We have clapping NAB’s decisions, including a proposal for plastic diseases that are heavier than the national average based on the study of life cycle analysis in 2019.
However, the group began appealing to other challenges that NAB could accept. It requested the National Advertising Review Board, an institution that overturns the truth of the appeals of the BBB National Program.
Kelley Drye, a law firm of partner Gonzalo Mon and legal advisor Katie Rogers, has a better blog post about box water. In one post, they solved the mass balance problem to prove environmental arguments.
Mon and Rogers said, “The total amount of playable plastics purchased in BWIB accounts for 100%of the cap and liner, but the given cap or liner of the BWIB box will contain an uncertain amount of vegetable plastics, which means that the given upper limbs may include a playable material between 66%and 96%.
“NAD is silent in the mass balance accounting of the FTC, but in some situations, it may be allowed to claim that it has a specific amount of materials, even if it does not include physically a lot in certain products.”
The NAD also admitted that some parties have submitted opinions to encourage the Federal Trade Commission to solve the mass balance in their ongoing work to update the green guide. The US EPA submitted an opinion on this, including the previous Green Guide, “a mass balance approach should not be promoted because it is not widely implemented or accepted worldwide.”
Kelley Drye Attorney also explained NAD’s decisions for other marketing, such as “better” claims. According to the NAD, certain comparison statements should be proved, but the box’s standalone “box water is better and” the brand name is “and no requires.”
Kelley Drye, a lawyer, said, “The case should be reminded that the green claims often face the investigation of competitors and group behaviors while waiting for NARB’s decision in the appeal.” there is.”
Boxed Water was purchased by Nyrad LLC, a private investor group in February.