With the mission of defending the interests of consumers, the European Bureau of Consumer Unions (BEUC), representing 45 independent consumer organizations in 31 European countries, recently slapped Apple on the wrist.
BEUC refutes the term “carbon neutral”
BEUC considers the “carbon neutral” mention of the latest Apple Watch Series 9 and Apple Watch Ultra 2 connected watches to be abusive. A mention which appears more than 20 times in the brand's announcement press release, and which is therefore used as a crucial selling point. And lying? Yes, answers BEUC because a portion of this neutrality only applies after the watches have been manufactured, through compensation, for example the financing of so-called ecological projects. The European Union has proposed making any “carbon neutral” label illegal if a product is not really carbon neutral when it is put on sale.
Apple Watch, a small remaining significant amount of carbon emissions?
Apple explains that part of the carbon neutrality of its watches is achieved through reductions on three main sources: materials, electricity and transport. The small remainder of carbon emissions will be eliminated by offsetting, a “small remainder” still estimated between 7 and 12 kilos per watch. According to the Financial Times, BEUC refuses to allow Apple to use the term “carbon neutral”.
Monique Goyens, general director of BEUC, speaks to the Financial Times
“Claims of carbon neutrality are scientifically inaccurate and misleading to consumers,” Monique Goyens, CEO of BEUC, told the Financial Times. The European Union's recent decision to ban carbon neutrality claims will rightly eliminate such misleading messages from the market, and Apple Watches should be no exception.
If such a law is passed, the bans will not be effective before 2026.