当代中国广告“漂绿”行为的分析和监管

Analysis and Supervision of "Greenwashing" Advertising in Contemporary China

我国广告"漂绿"现象严重,"漂绿"类型表现丰富,其中汽车、日化、食品类的广告"漂绿"现象尤为严重。公益广告较少有"漂绿"行为,但我国绿色公益广告数量太少,大多数绿色广告中没有相关的"绿色认证",而"绿色认证"的使用与否和"漂绿"之间没有必然联系。在广告"漂绿"类型中,"语意模糊"、"空口无凭"、"偷换概念"等三种类型表现最为突出。在控制和减少广告"漂绿"行为的措施上,重点应放在三个方面:一是建立公益市场化运作,提升广告发布者的公益意识和积极性,促进绿色公益广告的发展,客观上促进公众对绿色信息的信任;二是增加监管主体,细化广告法规,提升监管技术,加强绿色广告的监管;三是普及绿色环保知识,打造消费者投诉平台,鼓励消费者参与广告监督。

The phenomenon of ＂ greenwashing ＂ advertising in China is serious, and types are abundant, especially in the categories of automobile, household chemicals and food. There is less ＂greenwashing＂ in the public-service advertisements, but the number of green public--service advertisements is too little. Most green advertising don＇t have any relative ＂green certification＂, while there is no particularly necessary link between the use of ＂green certification＂ and ＂green-washing ＂. Among the types of greenwashing, most of them are ＂vagueness＂, ＂no proof＂ and ＂ the hidden-trade off＂. In the measures of control and reduction of ＂greenwashing ＂, emphasis should be placed in three areas： One is to establish a public market operation, increase the public awareness and motivation of advertisement publishers, promote the development of green public advertising, and objectively advance public trust in the green claim. The second is to increase supervision identity, refine advertising regulations, improve the monitoring technology, and strengthen the green advertising regulatory. The third is to popularize environmental knowledge, build a consumer complaint platform, and encourage consumers to participate in the advertising supervision.