Huazhong University of Science and Technology Lecturer: Prof. Zheng Youde Dr. Li Weiwei Law School...
-
Upload
marlene-cameron -
Category
Documents
-
view
241 -
download
4
Transcript of Huazhong University of Science and Technology Lecturer: Prof. Zheng Youde Dr. Li Weiwei Law School...
Huazhong University of
Science and Technology
Lecturer: Prof. Zheng Youde
Dr. Li Weiwei
Law School of Huazhong University of Science & Technology
Tongji University, Dec. 4, 2013
Greenwashing Risks of Intellectual Property Right and Legal Regulation
Table of Contents
Green Growth & Greening IPR2
Legal Regulations of Greenwashing IPR4
Introduction31
Greenwash & Greenwashing IPR33
Introduction
green growth traditional economic growth
ecological civilization industrial civilization
energy saving & emission reductionenergy saving & emission reduction energy waste & pollution
sustainable developmentglobal environmental deterioration
Green Growth & Greening IPR
Product
green patent
green copyright
green trademark
Green Innovation
EcologyEnvironment
EcologyEnvironment
GreenGrowth
Need
green marketing
green consume
green design
GreenIPR
Connotation of Greenwash green [environmentally friendly] + (white)
wash [conceal flaws] —the act of misleading consumers regarding the
environmental practices of a company or the environmental benefits of a product or service.
(http://sinsofgreenwashing.org/)• also called greenwashing
—The deceptive use of green PR or green marketing in order to promote a misleading perception that a company’s policies or products are environmentally friendly (http://en.wikipedia.org/wiki/Greenwash)
green-washing patent
Greenwashing IPR
Green-washing
IPR
environmental barriers of practical exploitation
challenges for traditional copyright law
false claims and advertisments
abusement of “green” marks
green-washing
copyright
green-washing
trademark
green-wash
marketing
Hazard & Problemof Greenwashing IPR
seven sinsseven sins negative impactnegative impact
unfair
fraud
waste
barrier
Sin of the Hidden Trade-off
Sin of No Proof
Sin of Vagueness
Sin of Worshiping False Labels
Sin of Irrelevance
Sin of Lesser of Two Evils
Sin of Fibbing
Legal Regulations of Greenwashing IPR
solutiosolutionsns
Green Standard
Policy DirectionPolicy Direction
Green Channel
Legal LiabilityLegal Liability
Green Evaluation Standard and Green Marketing Guides
Environmental friendly and energy saving Green IPR System
Strict examing standards and normative examing procedures of green patent, green works and green trademark
Green CIR & Green ConsumeReal Environmental awareness and Green
Concept of enterprises, consumers and society
Legal punishments of greenwashing IPR and marketing with powerful administrative and judicial enforcement
Green Standard
National legislation
Green Evaluation Standard and Green Marketing Guide
-General Terms like “green” ,“ environmental” or “eco-friendly” etc.
-Certifications/Seals of Approval
-Professional Explanation of terms as the examination guides
-Need to change-Introduction of "environmental factors" considered -Principles of the sustainable development, the public order and morals, the balance of personal interests and the public interest-Protection of the environmental or climate-friendly technology, low-carbon technology, product marks, works
Policy DirectionPolicy Direction
Principles
Purposes-to encourage green technology innovation, green
literature and art innovation and green business innovation,-to promote the creation, utilization, protection and management of the Green Intellectual Property Right
Green Channel
consideration of the environmental or ecological elements
feasibility of environmental works
scientific certification and regulative use of green tradmarks
Priority and high-way of green patent examination and green trademark
green
patent gree
n
works green
tradem
ark green
channel
Legal LiabilityLegal Liability
legalpunishments
legalpunishments
administrative enforcement
administrative enforcement
judicial enforcement
judicial enforcement
specific liabilities and punishments regulated in different laws
revocation of greenwashing patent or trademark;Investigation of greenwash marketing
the value orientation of the judicial lawsuit ;class action
Green CIR & Green Consume
目标 功能 内容
Green CIR;Self-Regulation;sustainable development
目标 功能 内容
Green NGOs;Social supervision;Professional consultancy
Green awareness;Professional Knowledge;Legal weapon
enterprise consumer society
—From greenwash to great innovation, works and brands —Construct the changing Green Intellectual Property Right system which is the institutional safeguard of the resource-conserving and environment-friendly society in
current China.