Photo/Illutration JERA Co. pledges to “create CO2-free fire” in a commercial that should be scrapped, according to a nongovernmental organization and a lawyer group. (Captured from JERA Co.’s footage on YouTube)

Talk about greenwashing. The fossil fuel behemoth that produces toward one-third of Japan’s electricity has co-opted an environmental slogan to downplay its massive emissions, activist observers say.

An ad by JERA Co. claims the company is working on using “CO2-free fire,” which is unscientific baloney, say a lawyer group and an environmental organization. They want the Japan Advertising Review Organization to get JERA to toss the claim.

The ad gives “no concrete reasoning” and exaggerates the likely outcome of an initiative to reduce JERA’s carbon dioxide emissions, a representative of the nongovernmental Kiko Network told reporters in Tokyo on Oct. 5. “It can give consumers a wrong impression.”

Thermal power plant operator JERA is a joint venture between TEPCO Fuel & Power Inc. and Chubu Electric Power Co. It is headquartered in Chuo Ward, Tokyo.

Data from JERA show the company accounts for 30 percent of electricity production in Japan. Its power generation emits more than 100 million tons of carbon dioxide annually, upward of 10 percent of Japan’s total.

JERA has set itself a target of accomplishing net-zero emissions by 2050.

To that end, it is committing itself to mixing ammonia with fossil fuel for thermal power generation. It is also looking into generating electricity solely from ammonia.

JERA is promoting these initiatives in TV commercials and on its website with catchy phrases such as “create CO2-free fire.”

Kiko Network crunched the figures and concluded that the ammonia-fossil fuel ratio cited by JERA would make no significant improvement in its carbon footprint.

The group argues JERA’s endeavor is not in line with an international goal of limiting the global temperature rise to 1.5 degrees from pre-industrial levels.

Another problem cited by Kiko Network is that CO2 could be emitted when ammonia is manufactured and transported.

Asked about Kiki Network’s allegations, a JERA representative said the company is aware of the matter.

“We will be taking proper steps as necessary from here on out,” the official said.

LOOSE REGULATIONS

Objections like Kiko Network’s are rarely filed in Japan. This marks a sharp contrast to increasingly tightened control of greenwashing claims made elsewhere, primarily in European countries.

The EU’s 2005 Unfair Commercial Practices Directive, which regulates advertising within member states, covers how advertisers should publicize their environmental activities.

Two sets of additional guidance were released on the directive in 2016 and 2021. The guidance specifies that the words “eco-friendly,” “eco” and “zero emissions” should come with appropriate substantiation.

This directive applies not only to commercial products but also to corporate advertising.

Vigilance is strong. In June, Britain’s Advertising Standards Authority ordered Shell Plc to retract a YouTube commercial that emphasized the oil giant’s contribution to Britain’s drive toward renewable energy.

It ruled that the ad omits information about energy use in Shell’s businesses .

Back in Japan, there is less discussion about greenwashing.

Advertising is subject to a law against unjustifiable premiums and misrepresentation.

The Consumer Affairs Agency in 2022 demanded that an advertiser change the language it used for a product labeled “eco-friendly” simply because it used biodegradable plastic.

But the legislation is interpreted to cover only products and services. Corporate advertising falls outside its scope.

Antonios Karaiskos, a professor of law at Ryukoku University, who is familiar with EU consumer law, believes Japanese companies will find it difficult to do business in Europe unless they quickly take appropriate measures.

If Tokyo deems the EU an important trade partner, it must act strongly against greenwashing, he said. 

The EU is set to tighten its crackdown on greenwashing, possibly as early as next year. 

Related News