Goodyear found that out when the Australian Competition and Consumer Commission (ACCC) forced the company to apologize to its customers for misleading them on the environmental benefits of Goodyear's Eagle LS2000 range of tires.
Goodyear also has to offer partial refund of the tire's purchase price. This came at a time when the company has to close its Australian tire manufacturing operation to reduce global costs. Bridgestone is the only remaining tire manufacturer in Australia.
Canada, meanwhile, is also keeping a close eye on any greenwashers. Canada's Competition Bureau and Canadian Association Standards released several guidelines last week to eliminate any misleading green marketing.
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