Following nearly a years work by Kristján Gunnar Kristjánsson <kristjan@lumex.is> the Icelandic consumer authority have banned Osram from claiming that CFLi are environmentally friendly and that an 11W CFLi is equal to a 60W incandescent lamp. The decision was handed down yesterday and as soon as it is translated I will be posting it on here. Now, who is going to make a similar complaint to the Advertising Standards Authority in the UK?
Here is a translation of the decision, the full text is available as a PDF in the downloads page:
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Decision
Johann Olafsson & Co. inc, Krókhálsi 3, Reykjavik, has by declaring that energy savers are environmentally friendly in an advertising brochure about OSRAM energy savers broken against 5th article, 2nd paragraph of 6th article, 1. paragraph of 8th article and 2 paragraph of 9th article of law no . 57 from 2005 about supervision of business practices and marketing.
Johann Olafsson & Co inc. has by suggesting in an advertising brochure about OSRAM energy savers that 11W energy savers give out comparable light quantity to 60W incandescent light bulbs broken against 5th article, 2nd paragraph of 6th article, 1st paragraph of 8th article and 2 paragraph of 9th article of law no 57 from 2005 about supervision of business practices and marketing.
With reference to 2 paragraph of 21st article of b law no 57 from 2005 on supervision of business practices and marketing is Johann Olafsson & Co. prohibited to publish advertising and statements saying that energy savers are environmentally friendly and prohibited to publish advertising where it is suggested that 11W energy savers give out an equivalent light quantity to 60W incandescent light bulbs.
The ban takes effect on the publishing of the ruling. If the ruling is not adhered to it can be expected that decision on fines will be taken, based on IX chapter of law no 57/2005 on supervision of business practices and marketing.
consumer agency March 26th. 2010
Tryggvi Axelsson
Director
Good afternoon
My name is Arnar Þór Hafþórsson and I´m the Sales- and Marketing Manager for Jóhann Ólafsson Co., the commercial agent for OSRAM in Iceland, since 1948.
I just want to point out a few things regarding this ruling.
First of all, this has nothing to do with product packaging from OSRAM. This has to do with a small pamphlet that we distributed in August last year and was intened to help people to see what options they have in choosing CFL lamps, compared to incandescent lamps and to dispel some myths about CFL lamps.
The impending EU ban was the catalyst for this pamphlet and even though the ban was not imposed in Iceland, on the 1.sept 2009, the effect would surely be (are being) felt in Iceland.
Secondly, the ruling states that it´s not allowed to use the term „umhverfisvænar“ (environmentally friendly) for CFL lamps.
The reason? The Icelandic Consumer Agency uses the excact phrasing listed in The Icelandic Dictionary for the term „umhverfisvænar“ (environmentally friendly)
There it stands that the term „umhverfisvænn“ (environmentally friendly)- „… means something that does not pollute or contaminate the nature or biosphere” and since CFL lamps contains small amount of mercury, that exact term can not be used in this sense and we can agree to that.
It´s also worth mentioning that the ruling says that CFL lamps are MORE environmentally than incandescent lamps. But since this ruling has to do with the use of the term „umhverfisvænn“ (environmentally friendly) this is not relevant in this case, but should be noted.
We could therefore possibly use the phrase „.. more environmentally friendly …“
It´s similiar to that you can not use the phrase that something is best but you can say that something is better then …
Thirdly, it´s not allowed to state that 11W CFL lamp are equivalent to 60W incandescent lamp.
Nowhere in the pamphlet is this stated but a table with wattages for CFL lamps and then for incandescent lamps is shown as an indicator of the nearest lumen output a CFL can give compared to a specified incandescent lamp.
Those who have studied this will know that you can get a normal (at lease from OSRAM) 11W CFL lamp with a lumen output of 680 lm, compared to the 710 lumen output of a 60W incandescent.
The difference is 4% but it´s still a difference and we don´t argue with that.
If you use a 14W CFL lamp then you have a output of 860 lumen which I think you can agree is a considerably higher then 710 lumen of a 60W incandescent lamp – a slight overkill I would say.
The ruling is not final but the intention was not to mislead or decieve the consumer but to inform them. We want to improve so we take the comments and points, this ruling has, and correct our pamphlet and other marketing information where required.
I want to repeat that this has nothing to do with packaging or anything else from OSRAM, this was done by us and us alone.
As a final note I would like to point out that the only information, education and other actions in raising general awareness about the EU ban, in Iceland, and the pros and cons of CFL lamps vs incandescent lamps has been done by us.
The Illuminating Engineering Society of Iceland (LFI), Icelandic members of The International Association of Lighting Designers (IALD) and Professional Lighting Designers Association (PLDA) (I know there is at least one member in the PLDA, not sure if there are more) have done nothing to increase the awareness of this issue or help the general consumer be more aware about this matter and what effects this can/will have on them.
There have been no constructive discussion or unbiased articles reagrding this matter from The Illuminating Engineering Society of Iceland or Icelandic lighting designers in general. The few, emotional, articles that have been written are about how terrible the CFL lamp is and how stupid the EU is imposing this ban. These articles are filled with half truths, and important facts and figures are left out, so the consumer is left behind, even more confusing then before.
Jóhann Ólafsson & Co. has been selling lamps in Iceland since 1948 so it should be clear that we don´t have anything against the incandescent lamp, since these lamps have been the backbone of our business for more then 60 years and we would be happy to continue selling them.
We neither oppose or support the EU ban, we just want to educate and inform the consumer about the facts and figures regarding this issue and what options are on the table and possible next steps and development on this market.
I would think that that all respectable organisations, or people, that want to be taken serious about this issue, should have this as their mission.
Best regards,
Arnar Þór Hafþórsson
Sales- and Marketing Manager
Jóhann Ólafsson & Co
Krókhálsi 3
IS 110 Reykjavík