BCF Launches New ‘Eco’ Paints Guide

The British Coatings Federation (BCF) has launched a new guide to help consumers better understand the environmental credentials of the paint they buy and to avoid being misled by unsubstantiated green claims.

In an ever more competitive marketplace, the BCF is concerned that some misleading or over-the-top green marketing claims are being made to make products stand out.

Its new guide, Demystifying ‘Eco’ Paints, aims to inform and protect consumers and also help create a level playing field for the industry by debunking and fact-checking spurious assertions.

The BCF has launched its guide in time for the Bank Holiday weekend, prime time for DIY jobs to be done around the home meaning many people across the UK will be buying paint this weekend.

The resource aims to help consumers make informed choices and provide practical information on the fundamentals of decorative paints, including what paints are made of, whether it is recyclable, whether it contains plastic, and whether it is a sustainable product. It also addresses whether companies can truly claim paint products are ‘eco’, ‘VOC-free’, ‘natural’ or ‘non-toxic’.

Addressing the vague term of ‘eco’ used by some paint companies, the guide makes clear that it is important for companies making these kinds of statements about their products to be precise about what they mean by this. It explains that most decorative paints are water-based and will therefore have very high sustainability credentials.

“We are pleased to announce the launch of our Demystifying ‘Eco’ Paints resource,” said Tom Bowtell, chief executive of the BCF. “We are sadly seeing an increased number of unsubstantiated ‘green’ claims about paint that are likely to mislead environmentally-conscious consumers. So, it is important that facts are made available for people about to buy paint, especially ahead of DIY spikes like over Bank Holiday weekends.

“It is important to remember that terms like ‘eco’, ‘natural’ and ‘non-toxic’ don’t mean anything on their own and need to be supported by evidence,” added Bowtell. “Our guide aims to both protect consumer interests and create a level playing field for the industry around a topic that is not always easy to fact check.”