LEGAL & REGULATORY MATTERS
AVOIDING GREENWASHING IN THE CABLE INDUSTRY WITH GENUINE ENVIRONMENTAL PRACTICES By Andrés Fígoli
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reenwashing is a marketing strategy in which companies exaggerate or misrepresent their commitment to environmental sustainability, often to improve their public image and financial performance. In the context of the submarine cable industry, greenwashing involves making misleading claims about the environmental friendliness of these undersea infrastructure projects. Why would companies in the submarine cable industry be tempted to engage in greenwashing? There are several reasons, and here we will analyze some of them in light of what is happening in other industries.
BRAND ENHANCEMENT.
In an age where environmental concerns are paramount, portraying a company as environmentally responsible can lead to a more positive brand image. This, in turn, can attract more customers and investors. While it is true that submarine cables can have a low carbon footprint, it is also true that cable owners should not fall into the trap of making false claims about it. Many carriers and OTTs have implemented effective decar-
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bonization programs, which should not lead to shortcuts in marketing campaigns that mislead the public by claiming inaccurate contributions to the transition to a low-carbon future without evidence. In July 2023 the Swiss Fairness Commission, the self-regulatory body of the advertising and communications industry, condemned the football’s world governing body FIFA for mak-
ing false and misleading statements about the reduced environmental impact of the 2022 World Cup in Qatar1. The tournament was marketed as the first fully carbon neutral tournament, and FIFA committed to reducing and offsetting the carbon emissions it would generate. 1 KlimaAllianz v. FIFA, Swiss Commission for Fairness, 6 July, 2023. https://www.faire-werbung.ch/wp-content/uploads/2023/08/No_188_22.pdf