Belgian JEP Slams Claims that Fur is Green

(source: Fur Critique)

The Belgian JEP , which stands for ‘Jury for Ethical Practices in Advertisements‘ judged that the ‘European Fur Breeder’s Association (EFBA)’ is misleading consumers by marketing fur as green. The Belgian JEP states that fur, in reality, does have negative repercussions for the environment and that the ads are misleading.

Belgian animal rights group GAIA (Global Action in the Interest of Animals) filed the complaint. According to GAIA

De JEP is van oordeel dat de advertentie de consument misleidt omdat bont in werkelijkheid wel degelijk negatieve gevolgen heeft voor het milieu. Derhalve is de bewering ‘eco-friendly’ strijdig met art. 1, 3 en 7 van de milieureclamecode en art. E1 van de code van de Internationale Kamer van Koophandel.

TRANSLATION:
The JEP judged that the ad is misleading the consumer because fur in reality does have negative consequences for the environment. Because of this the use of the term eco-friendly isn’t in accordance with the appropriate regulations.

The international fur industry is trying to market their products as green and ecologically sound. Nothing is further from the truth. Fur is cruel and inhumane and bad for the environment.

Hopefully taking JEP’s lead, advertising regulation agencies in other countries will nip this greenwashed campaign in the bud.