Lifestyle Packaging’s Steve Brownett-Gale discusses combating packaging industry misinformation and prioritising consumer transparency
ADVANCEMENTS in technology have made information so readily available it has become increasingly challenging to discern fact from fiction.
30% of UK adults who spend time online are unsure about or don’t consider if online information is true, enabling false information to spread more easily – likely the reason why the UK takes 11th place as a country where false information poses the biggest threat.
Businesses have a responsibility to manage it in their respective industries. This article will discuss the impact of misinformation on the packaging industry, why consumer transparency and education are so important to address it, and further tactics to combat and manage it.
Understanding the impact of misinformation
Misinformation, whether intentional or unintentional, comprises false or inaccurate information spread through false claims or biased narratives and misleading data with the potential to mislead or deceive individuals.
Its rapid dissemination amplifies its impact on public opinion and decision-making, and failure to address it can have harsh consequences.
In the packaging industry, misinformation can violate regulatory standards around advertising, product labelling, and environmental protection, leading to hefty fines and legal action while undermining corporate integrity, consumer trust, and the industry overall.
Consumers increasingly demand transparency from businesses, so misinformation can cause irreparable reputational damage, leading to frustration, boycotts and social media blasting.
Packaging companies must proactively prevent and manage misinformation to maintain consumer trust and brand credibility.
The importance of consumer transparency and education
Remaining transparent with consumers and providing educational resources about misinformation is paramount for combating it.
Openly sharing factual information about organisational processes and products can build trust with consumers, as studies reveal that 94% of consumers prefer transparent brands, emphasising the link between education and loyalty.
A lack of transparency can alienate customers as they may consider it deceitful and cease purchasing, so informing them about industry standards and practices can help packaging businesses establish credibility and empower consumers to make informed purchasing choices that align with their values.
This can reduce the risk of consumers falling prey to misinformation and false claims.
A report found that greenwashing has risen by 35% in the past year, and instances of social washing have increased by 15%.
Companies have been known to use vague wording on packaging and products, falsely use the recycling symbol, make public pledges without accountability, and make false claims about their products.
Transparent operations and adherence to ethical standards foster accountability and consumer trust, so it must be prioritised to combat misinformation.
Brand legal responsibility for preventing misinformation
Packaging organisations can wield significant influence and must uphold responsibility in preventing misinformation by promoting factual information, especially regarding greenwashing and labelling.
Although disseminating inaccurate information is not strictly illegal, businesses can face severe repercussions for violating laws like the Consumer Protection from Unfair Trading Regulations 2008, which prohibits unfair practices like sharing or promoting misinformation, and the Advertising Standards Authority (ASA) Code, which requires advertising, packaging labelling, and marketing tactic compliance.
Violating these regulations can result in financial penalties, accreditation status loss, injunctions, prosecution and reputational damage.
For example, last year, beverage giant Coca-Cola was accused of making misleading claims about the sustainability of its packaging when it was revealed that its bottles are not made from 100% recycled materials, which was met with anger from consumers.
Brands must adhere to regulations to maintain consumer trust and corporate integrity, prevent misinformation from spreading and ensure they stay on the right side of the law and their customers.
Further tactics to combat and manage misinformation
Collaboration between packaging organisations, environmental agencies, consumer advocacy groups and retailers is pivotal for combating misinformation, as it allows industry leaders to leverage collective resources and expertise.
Establishing information-sharing networks can facilitate swift responses to false information and campaigns and improve industry transparency standards.
This can minimise the impact of misinformation but also amplify corporate influence and credibility while advocating for policy changes, regulatory reforms and increased transparency standards.
Additionally, employing technology, like machine learning and AI, can allow for closer monitoring of misinformation, as it can analyse vast amounts of data to identify and track it before it gets out of hand.
Businesses should exercise caution, however, as AI has become a key tool for perpetrating false information and images.
Proactive prevention can be shared with consumers to maintain their trust and encourage them to report instances of misinformation to enhance prevention methods.
