Finnish Consumer Ombudsman reports 15 bioenergy companies for misleading marketing practices

On Monday, the Finnish Consumer Ombudsman announced that 15 bioenergy companies were reported for misleading marketing practices. The “Don’t Burn the Future” environmental campaign claims that these companies imply wood biomass is a carbon-neutral, emissions-free, or environmentally friendly energy source. However, the campaign argues that emissions from burning wood can actually be higher than those from coal.

Many of these bioenergy companies are referencing an upcoming EU directive set to take effect next year. This directive aims to standardize emissions reporting and reduce greenwashing. Among those mentioned is Lahti Energia, which has revised its marketing materials following the complaint, removing claims that its “Green Heat” product is free of carbon dioxide emissions.

Lahti Energia’s CEO, Jouni Haikarainen, stated that changes in legislation have prompted the need for accurate marketing terminology. “The underlying process hasn’t changed. We still generate heat using renewable fuels, but it can’t be marketed as emissions-free anymore,” he explained.

The environmental marketing guidelines from the Consumer and Competition Authority require businesses to substantiate their claims. Authority expert Fowaa Kyei emphasized that vague terms need clarification so consumers understand what they mean. It is yet uncertain if the reported complaints will lead to regulatory actions.

Additionally, the conversation about burning wood for energy has intensified. Activists from the “Don’t Burn the Future” campaign protested against wood burning at an event in Tampere, where they highlighted that wood combustion emissions may indeed exceed those of coal. The campaign emphasizes the need for transparency and accurate representations of environmental impacts regarding bioenergy sources.