Sharing information with the UN regarding the petitions submitted to JARO on JERA’s “CO2-free fire” and other greenwash advertisements
Kiko Network
Mie Asaoka, President
July 22, 2024 was reported to be the hottest day since the European Union's Copernicus Climate Change Service began observing in 1940, with the following day reported to be equally as hot. Japan also recorded its highest average temperature in July and is now continuously experiencing life-threatening heat waves. On July 25, the United Nations Secretary-General Antonio Guterres, in his speech at a press conference on extreme heat, stated that “extreme heat is the new abnormal”, remarking “the message is clear: the heat is on”. He urged countries to strengthen climate change measures and specifically mentioned that “countries must phase-out fossil fuels – fast and fairly.”
JERA, the largest coal-fired power generation company in Japan, advertises “CO2-free fire” and “zero-emissions thermal power”. Additionally, the Japanese Government has positioned hydrogen/ammonia co-firing in thermal power generation as countermeasures against global warming, and is planning to promote it in the upcoming 7th Strategic Energy Plan. On its website, the Japan Advertising Review Organization (JARO) says it is a self-regulatory body of advertising whose primary role is handling complaints and inquiries from consumers, competitors and other sectors. It also mentions it accepts appeals and inquiries concerning advertising and labeling, investigates them, and makes recommendations to advertisers to modify or discontinue questionable representations where necessary. Kiko Network, together with the Japan Environmental Lawyers Federation (JELF), filed such petitions to JARO to stop advertising by JERA and two other electric power companies (Kansai Electric Power Co. and Power Development Co.), whose advertisements could mislead consumers. However, the response from JARO that we received on May 28 stated “We have decided not to conduct an examination because it is beyond our capabilities regarding the scope of judgement for advertising and labeling”, noting that this would be their “final response”.
Shortly after we received JARO’s reply, on June 5, Secretary-General Guterres called for a ban on fossil fuel industry greenwash advertising and urged advertising companies and PR firms to stop subsidizing fossil fuel advertisements. In the midst of the required urgent response to the climate crisis, his speech made clear that greenwash advertisements which try to justify and encourage the continued use of fossil fuels through misleading consumers are unacceptable. Unfortunately, JARO’s response is either a misrecognition of the times or an abdication of its role as an advertising watchdog and regulator.
Under these circumstances, we are pleased to report that we have submitted a letter to the Office of the Secretary-General of the United Nations, providing information for international monitoring to take place.
In addition, on August 6, 16 youths from across the country, including junior high school students, filed a case with the Nagoya District Court - the Youth Climate Case (https://youth4cj.jp/) - against 10 major Japanese thermal power companies, including JERA, aiming to reduce Japan’s CO2 emissions to a level consistent with the 1.5 ℃ target required by the IPCC. For the sake of not only themselves, but also for future generations, the plaintiffs are calling for Japan’s major thermal power companies, which account for more than 30% of the country’s CO2 emissions, to transition from fossil fuels to renewable energy sources required to achieve the 1.5 ℃ target, rather than prolonging the life of thermal power through false solutions such as so-called “zero-emission thermal power”.
Kiko Network will continue to support the young people who have stood up for the future and will continue to monitor greenwash advertising in Japan.
Letter to Mr. António Guterres, Secretary-General of the United Nations - Sharing information on the response from the Japan Advertising Review Organization (JARO) to our greenwash advertisement petitions (PDF)
Related Press Release
【Press Release】JARO Follow-up: Inquiring about the progress of the review of greenwash ads (May 2, 2024)
【Press Release】Kanden and J-Power’s So-called, “Zero CO2 Emission Fuel” is Climate Greenwashing – Request to stop misleading advertisements has been filed –(December 25, 2023)
【Press Release】JERA’s Ad “Zero CO2 Emission Thermal Power Generation” is a Climate Greenwash – Filed Recommendation for exclusion（October 5, 2023）
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