{"id":11998,"date":"2023-03-27T07:30:23","date_gmt":"2023-03-27T07:30:23","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=11998"},"modified":"2025-04-23T09:32:39","modified_gmt":"2025-04-23T09:32:39","slug":"could-greenwashing-be-affecting-your-business-in-china","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/","title":{"rendered":"Could greenwashing be affecting your business in China?"},"content":{"rendered":"<h2 id=\"viewer-foo\" class=\"mm8Nw _1j-51 roLFQS _1FoOD _3M0Fe Z63qyL roLFQS public-DraftStyleDefault-block-depth0 fixed-tab-size public-DraftStyleDefault-text-ltr\"><span class=\"_2PHJq public-DraftStyleDefault-ltr\">There has been a surge in demand in China for products that are sustainable and eco-friendly. But could \u201cgreenwashing\u201d be hurting your chances of registering a green trademark in China? <strong>Kristina Koehler-Coluccia<\/strong> from <strong>Woodburn Global<\/strong> investigates<\/span><\/h2>\n<p class=\"mm8Nw _1j-51 roLFQS _1FoOD _3M0Fe Z63qyL roLFQS public-DraftStyleDefault-block-depth0 fixed-tab-size public-DraftStyleDefault-text-ltr\"><span class=\"_2PHJq public-DraftStyleDefault-ltr\">There is no doubt that the trend for sustainable, eco-friendly products both in China and around the world has had a net positive effect, but it has also\u00a0<\/span><span class=\"_2PHJq public-DraftStyleDefault-ltr\">been responsible for a practice called \u201cgreenwashing\u201d, which refers to a company providing false or misleading information about their products being eco-friendly to gain market share. For example, the use of words such as \u201cgreen\u201d, \u201ceco\u201d and \u201csustainable\u201d to describe products that are not environmentally-friendly is a form of greenwashing.<\/span><\/p>\n<p><a href=\"\/lp-cta-general\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-7247 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general.png\" alt=\"launchpad CBBC\" width=\"4680\" height=\"786\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general.png 4680w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-300x50.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-1024x172.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-768x129.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-1536x258.png 1536w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-2048x344.png 2048w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-1920x322.png 1920w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-1170x197.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-585x98.png 585w\" sizes=\"(max-width: 4680px) 100vw, 4680px\" \/><\/a><\/p>\n<p class=\"mm8Nw _1j-51 roLFQS _1FoOD _3M0Fe Z63qyL roLFQS public-DraftStyleDefault-block-depth0 fixed-tab-size public-DraftStyleDefault-text-ltr\"><span class=\"_2PHJq public-DraftStyleDefault-ltr\">A few countries, including the European Union, United States and China, accept the registration of green trademarks. Green trademarks are eligible for registration under trademark law as they can be graphically represented and have goods and services that can be distinguished from other registered brands. Green trademarks offer companies a way to advertise their promise to consumers to provide 100% organic and biodegradable products that are free from causing any harm to the environment.<\/span><\/p>\n<p class=\"mm8Nw _1j-51 roLFQS _1FoOD _3M0Fe Z63qyL roLFQS public-DraftStyleDefault-block-depth0 fixed-tab-size public-DraftStyleDefault-text-ltr\"><span class=\"_2PHJq public-DraftStyleDefault-ltr\">However, in recent years, companies interested in registering green trademarks in China have encountered difficulties and faced rejected applications.<\/span><\/p>\n<div style=\"clear:both; margin-top:2em; margin-bottom:2em;\"><a href=\"https:\/\/focus.cbbc.org\/why-eco-conscious-brands-will-succeed-in-china-in-2023\/\" target=\"_self\" rel=\"dofollow\" class=\"u95a8ee28c498c13c00f90b19941efa75\"><style> .u95a8ee28c498c13c00f90b19941efa75 { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #E74C3C!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .u95a8ee28c498c13c00f90b19941efa75:active, .u95a8ee28c498c13c00f90b19941efa75:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .u95a8ee28c498c13c00f90b19941efa75 { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .u95a8ee28c498c13c00f90b19941efa75 .ctaText { font-weight:bold; color:#E74C3C; text-decoration:none; font-size: 16px; } .u95a8ee28c498c13c00f90b19941efa75 .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .u95a8ee28c498c13c00f90b19941efa75:hover .postTitle { text-decoration: underline!important; } <\/style><div style=\"padding-left:1em; padding-right:1em;\"><span class=\"ctaText\">Read Also<\/span>&nbsp; <span class=\"postTitle\">Why eco-conscious brands will succeed in China in 2023<\/span><\/div><\/a><\/div>\n<p class=\"mm8Nw _1j-51 roLFQS _1FoOD _3M0Fe Z63qyL roLFQS public-DraftStyleDefault-block-depth0 fixed-tab-size public-DraftStyleDefault-text-ltr\"><span class=\"_2PHJq public-DraftStyleDefault-ltr\">China\u2019s Trademark Law prohibits the registration of deceptive trademarks. A trademark that greenwashes the underlying products can be considered fraudulent. Analysts speculate that these rejections have something to do with China\u2019s concerns over greenwashing.<\/span><\/p>\n<p class=\"mm8Nw _1j-51 roLFQS _1FoOD _3M0Fe Z63qyL roLFQS public-DraftStyleDefault-block-depth0 fixed-tab-size public-DraftStyleDefault-text-ltr\"><span class=\"_2PHJq public-DraftStyleDefault-ltr\">Contrary to the practice in the United States, the China National Intellectual Property Administration (CNIPA) does not publish the notices it issues regarding specific trademark applications. In any case, notices to applicants tend to be somewhat terse, often leaving them with no choice but to read between the lines. As a result, the motivations behind the rejections of specific applications to register green trademarks cannot be confirmed.<\/span><\/p>\n<p class=\"mm8Nw _1j-51 roLFQS _1FoOD _3M0Fe Z63qyL roLFQS public-DraftStyleDefault-block-depth0 fixed-tab-size public-DraftStyleDefault-text-ltr\"><span class=\"_2PHJq public-DraftStyleDefault-ltr\">In the United States, the US Patent and Trademark Office (USPTO) has explicitly expressed concerns over greenwashing. In some applications to register green trademarks, the USPTO has required a disclaimer of the relevant terms on deceptiveness grounds. Unfortunately, disclaimers are not an option in China, where an outright refusal is the most common outcome.<\/span><\/p>\n<p class=\"mm8Nw _1j-51 roLFQS _1FoOD _3M0Fe Z63qyL roLFQS public-DraftStyleDefault-block-depth0 fixed-tab-size public-DraftStyleDefault-text-ltr\"><span class=\"_2PHJq public-DraftStyleDefault-ltr\">The US regulates greenwashing in three ways: under the Lanham Act, which talks about unfair competition and false advertising; through the Federal Trade Commission or the public enforcement action, which is taken by the attorney general; and through the Theory of Liability for false advertising, which is claimed under the state laws. <\/span><span class=\"_2PHJq public-DraftStyleDefault-ltr\">Similar to the guidance released by the EU, the Federal Trade Commission has published green guidelines to regulate greenwashing and green trademarks, encouraging traders to avoid consumer deception and give directions on the general claim of environmental benefits.<\/span><\/p>\n<div style=\"clear:both; margin-top:2em; margin-bottom:2em;\"><a href=\"https:\/\/focus.cbbc.org\/the-5-biggest-china-ip-stories-of-2023\/\" target=\"_self\" rel=\"dofollow\" class=\"uc33dd2bac0e12fbc4a0206fe55a23a39\"><style> .uc33dd2bac0e12fbc4a0206fe55a23a39 { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #E74C3C!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .uc33dd2bac0e12fbc4a0206fe55a23a39:active, .uc33dd2bac0e12fbc4a0206fe55a23a39:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .uc33dd2bac0e12fbc4a0206fe55a23a39 { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .uc33dd2bac0e12fbc4a0206fe55a23a39 .ctaText { font-weight:bold; color:#E74C3C; text-decoration:none; font-size: 16px; } .uc33dd2bac0e12fbc4a0206fe55a23a39 .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .uc33dd2bac0e12fbc4a0206fe55a23a39:hover .postTitle { text-decoration: underline!important; } <\/style><div style=\"padding-left:1em; padding-right:1em;\"><span class=\"ctaText\">Read Also<\/span>&nbsp; <span class=\"postTitle\">The 5 biggest China IP stories of 2022<\/span><\/div><\/a><\/div>\n<p class=\"mm8Nw _1j-51 roLFQS _1FoOD _3M0Fe Z63qyL roLFQS public-DraftStyleDefault-block-depth0 fixed-tab-size public-DraftStyleDefault-text-ltr\"><span class=\"_2PHJq public-DraftStyleDefault-ltr\">In China, brands that are definitely eco-friendly can appeal their application rejection, presenting evidence of the sustainability of their products. However, demonstrating planet-friendliness may not be feasible or sufficient because, in general, the CNIPA is not that open to substantive arguments over refusal grounds.<\/span><\/p>\n<p class=\"mm8Nw _1j-51 roLFQS _1FoOD _3M0Fe Z63qyL roLFQS public-DraftStyleDefault-block-depth0 fixed-tab-size public-DraftStyleDefault-text-ltr\"><span class=\"_2PHJq public-DraftStyleDefault-ltr\">There are a number of possible solutions to this. Brands that have <a href=\"https:\/\/focus.cbbc.org\/exporting-to-china-protecting-your-trade-mark\/#.ZBim65PP3a0\" target=\"_blank\" rel=\"noopener\">not yet committed to green trademarks<\/a> could consider a different name, and those that have already committed could re-evaluate their approach. Brands looking to enter the Chinese market could consider using a different name in China or focusing on their Chinese-language branding. They can also try to register the graphic elements of their trademarks, such as logos. <\/span><\/p>\n<p class=\"mm8Nw _1j-51 roLFQS _1FoOD _3M0Fe Z63qyL roLFQS public-DraftStyleDefault-block-depth0 fixed-tab-size public-DraftStyleDefault-text-ltr\"><span class=\"_2PHJq public-DraftStyleDefault-ltr\">Green trademarks play a significant role in environmental protection. Though some of them may not be registered as such in China due to the descriptive nature of the words used for the products, brands can try an alternative strategy that indicates the quality of the product. <\/span><\/p>\n<p class=\"mm8Nw _1j-51 roLFQS _1FoOD _3M0Fe Z63qyL roLFQS public-DraftStyleDefault-block-depth0 fixed-tab-size public-DraftStyleDefault-text-ltr\"><span class=\"_2PHJq public-DraftStyleDefault-ltr\">Ultimately though, China\u2019s overall efforts to regulate green trademarks are to be applauded, since consumers should be able to rely on companies that manufacture real eco-friendly goods and promote sustainable development.<\/span><\/p>\n<h4>Call +44 (0)20 7802 2000 or email\u00a0<a href=\"mailto:enquiries@cbbc.org\">enquiries@cbbc.org<\/a> now to connect with CBBC staff who can advise on trademarks and other Chinese legal requirements.<\/h4>\n<p><a href=\"\/lp-cta-membership1\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-7248 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1.png\" alt=\"\" width=\"4680\" height=\"786\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1.png 4680w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-300x50.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1024x172.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-768x129.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1536x258.png 1536w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-2048x344.png 2048w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1920x322.png 1920w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1170x197.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-585x98.png 585w\" sizes=\"(max-width: 4680px) 100vw, 4680px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There has been a surge in demand in China for products that are sustainable and eco-friendly. But could \u201cgreenwashing\u201d be hurting your chances of registering a green trademark in China? Kristina Koehler-Coluccia from Woodburn Global investigates There is no doubt that the trend for sustainable, eco-friendly products both in China and around the world has had a net positive effect, but it has also\u00a0been responsible for a practice called \u201cgreenwashing\u201d,&hellip;<\/p>\n","protected":false},"author":11,"featured_media":12000,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[129,207],"tags":[2294,2295,2427,136],"class_list":["post-11998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-environment","category-law","tag-green-trademark","tag-greenwashing","tag-paywall","tag-trademark"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Could greenwashing be affecting your business in China? - Focus - China Britain Business Council<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Could greenwashing be affecting your business in China? - Focus - China Britain Business Council\" \/>\n<meta property=\"og:description\" content=\"There has been a surge in demand in China for products that are sustainable and eco-friendly. But could \u201cgreenwashing\u201d be hurting your chances of registering a green trademark in China? Kristina Koehler-Coluccia from Woodburn Global investigates There is no doubt that the trend for sustainable, eco-friendly products both in China and around the world has had a net positive effect, but it has also\u00a0been responsible for a practice called \u201cgreenwashing\u201d,&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/\" \/>\n<meta property=\"og:site_name\" content=\"Focus - China Britain Business Council\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/chinabritainbusinesscouncil\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-27T07:30:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-23T09:32:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2023\/03\/Greenwashing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"CBBC\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ChinaBritain\" \/>\n<meta name=\"twitter:site\" content=\"@ChinaBritain\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"CBBC\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/\"},\"author\":{\"name\":\"CBBC\",\"@id\":\"https:\/\/focus.cbbc.org\/#\/schema\/person\/fadbb9c5fd16023c09e4dfe313a0f4b4\"},\"headline\":\"Could greenwashing be affecting your business in China?\",\"datePublished\":\"2023-03-27T07:30:23+00:00\",\"dateModified\":\"2025-04-23T09:32:39+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/\"},\"wordCount\":695,\"publisher\":{\"@id\":\"https:\/\/focus.cbbc.org\/#organization\"},\"image\":{\"@id\":\"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2023\/03\/Greenwashing.jpg\",\"keywords\":[\"green trademark\",\"greenwashing\",\"Paywall\",\"Trademark\"],\"articleSection\":[\"Environment\",\"Law\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/\",\"url\":\"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/\",\"name\":\"Could greenwashing be affecting your business in China? 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- Focus - China Britain Business Council","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/","og_locale":"en_GB","og_type":"article","og_title":"Could greenwashing be affecting your business in China? - Focus - China Britain Business Council","og_description":"There has been a surge in demand in China for products that are sustainable and eco-friendly. But could \u201cgreenwashing\u201d be hurting your chances of registering a green trademark in China? Kristina Koehler-Coluccia from Woodburn Global investigates There is no doubt that the trend for sustainable, eco-friendly products both in China and around the world has had a net positive effect, but it has also\u00a0been responsible for a practice called \u201cgreenwashing\u201d,&hellip;","og_url":"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/","og_site_name":"Focus - China Britain Business Council","article_publisher":"https:\/\/www.facebook.com\/chinabritainbusinesscouncil","article_published_time":"2023-03-27T07:30:23+00:00","article_modified_time":"2025-04-23T09:32:39+00:00","og_image":[{"width":1000,"height":630,"url":"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2023\/03\/Greenwashing.jpg","type":"image\/jpeg"}],"author":"CBBC","twitter_card":"summary_large_image","twitter_creator":"@ChinaBritain","twitter_site":"@ChinaBritain","twitter_misc":{"Written by":"CBBC","Estimated reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/#article","isPartOf":{"@id":"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/"},"author":{"name":"CBBC","@id":"https:\/\/focus.cbbc.org\/#\/schema\/person\/fadbb9c5fd16023c09e4dfe313a0f4b4"},"headline":"Could greenwashing be affecting your business in China?","datePublished":"2023-03-27T07:30:23+00:00","dateModified":"2025-04-23T09:32:39+00:00","mainEntityOfPage":{"@id":"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/"},"wordCount":695,"publisher":{"@id":"https:\/\/focus.cbbc.org\/#organization"},"image":{"@id":"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/#primaryimage"},"thumbnailUrl":"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2023\/03\/Greenwashing.jpg","keywords":["green trademark","greenwashing","Paywall","Trademark"],"articleSection":["Environment","Law"],"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/","url":"https:\/\/focus.cbbc.org\/could-greenwashing-be-affecting-your-business-in-china\/","name":"Could greenwashing be affecting your business in China? 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