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Absolute Claim
A claim that states or implies an environmental benefit without limits, such as "zero impact", "100% sustainable" or "planet-friendly".
EcoAppraise context
Absolute claims need a very high level of evidence and are rarely defensible. Qualifying the claim with its scope and measured result usually removes most of the risk.
Related terms
Generic Environmental Claim; CAP Code; Qualified Claim
Enforcement cases
San Benedetto removes ‘zero CO2 impact’ claim from Ecogreen bottles after AGCM intervention
Paris Court Finds Volvic's 'Carbon Neutral' and '100% Recyclable' Bottle Claims Misleading
Nike Retail BV: Misleading 'Sustainable Materials' Claim Ruling
ASA Ruling on Supergroup Internet Ltd (Superdry)
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