Apple’s “carbon neutral” claims are facing increased scrutiny

"Facing increased scrutiny" is an awfully kind way of saying "downright rejected with good reason by the EU" 🙄

Offsetting aside, the claimed carbon emissions of 7-12kg CO2e feels super low for a smart watch.

For comparison, this recipe of Tomatoes and Chickpeas on toast, when eaten in season from local produce, claims to reduce the carbon emission of the single meal by ~2.5kg, and this article would suggest that a single serloin steak is 5-10kg of CO2e.

I know eating beef is high impact, but basically the same as a smart watch which requires mining of precious metals and numerous transcontinental shipments? Not a chance.

This is the best summary I could come up with:

Apple faces scrutiny from European environmental and consumer groups over its claims that its latest devices are “carbon neutral,” a term that Brussels proposes to ban in corporate marketing because it is “misleading.”

But the US tech giant’s decision to rely on credits to cancel out the 7-12 kg of greenhouse gas emissions behind each new Watch prompted a sharp reaction from consumer groups in the wake of a long-trailed clampdown by the EU on “greenwashing.”

“The EU’s recent decision to ban carbon neutral claims will rightly clear the market of such bogus messages, and Apple Watches should be no exception.”

The debate over Apple’s claims highlights the problems facing companies that are trying to follow environmentally sound policies, while seeking to make marketing statements to tout their green credentials.

The European Parliament and Council, two decision-making bodies, reached a political agreement in September to ban “misleading advertisements,” including “claims based on emissions offsetting schemes that a product has neutral, reduced or positive impact on the environment.” This accord is yet to be formally adopted.

Climate campaigners have also questioned whether tracking carbon emissions provided a thorough assessment of the environmental impact of small electronic devices such as smartwatches and wireless earbuds, which can be difficult to repair and often end up as e-waste.

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