說你環保，你得證明

美國植物基水品牌 Boxed Water is Better（簡稱 BWIB）近來因其一系列環保宣稱遭到國際瓶裝水協會（IBWA）投訴，並接受美國國家廣告部門（NAD）審查。儘管 NAD 認可該品牌部分環保數據具備事實依據，仍建議其修改某些可能誤導消費者的說法，凸顯環保行銷在包裝產業中日益受到關注與審查。

U.S.-based plant-based water brand Boxed Water is Better (BWIB) has recently come under scrutiny after the International Bottled Water Association (IBWA) filed a complaint regarding its environmental claims. The case was reviewed by the National Advertising Division (NAD) of the BBB National Programs. While NAD acknowledged that some of BWIB’s sustainability data is factually supported, it recommended modifications to certain potentially misleading statements - highlighting the growing attention and scrutiny surrounding green marketing in the packaging industry.

根據市場研究機構 Grand View Research，PET 塑膠瓶在非碳酸瓶裝水市場仍占據超過八成營收，但金屬與纖維類容器的使用比例正逐年上升。除了 BWIB，市面上如 Just Water、Flow Beverage 等品牌也陸續推出紙盒裝飲用水，搶攻低碳包裝市場。

According to market research firm Grand View Research, PET plastic bottles still account for over 80% of revenue in the non-carbonated bottled water market. However, the use of metal and fiber-based containers is gradually increasing. In addition to BWIB, brands such as Just Water and Flow Beverage have also launched carton-packaged water products to target the low-carbon packaging market.

BWIB 自 2009 年成立以來，其品牌策略圍繞「取代一次性塑膠瓶」為核心，並透過生命週期評估（LCA）數據主張其紙盒包裝在碳足跡與資源消耗上優於鋁罐與塑膠瓶。該評估報告成為此次 NAD 調查是否存在虛假廣告的重要依據。

Since its founding in 2009, BWIB has centered its brand strategy on “replacing single-use plastic bottles” and has used life cycle assessment (LCA) data to claim that its carton packaging has a lower carbon footprint and resource consumption than aluminum cans and plastic bottles. The LCA report became a key piece of evidence in the NAD’s investigation into potential false advertising.

NAD 認可 BWIB 的 LCA 成果可支持部分比較性宣稱，例如「Boxed Water 比鋁罐更環保」。但對於「Boxed Water is Better（Boxed Water 更好）」這類未具體說明比較對象的廣告語，BWIB 則同意在未來明確標示是針對「高端塑膠瓶」進行比較，以免消費者誤解。

NAD 本次共審查了逾 50 項 BWIB 的明示與暗示性環保聲明。其裁定結果包含以下幾個重點：

NAD affirmed that BWIB’s LCA findings could substantiate some comparative claims - such as “Boxed Water is better for the environment than aluminum cans.” However, for more general claims like “Boxed Water is Better,” which lack a clear point of comparison, BWIB has agreed to clarify in future marketing that the comparison refers specifically to premium plastic bottles to avoid misleading consumers.

NAD reviewed over 50 explicit and implied environmental claims made by BWIB. The ruling included the following key points:

可維持原宣稱的項目包括

建議修改或刪除的項目包括

Claims Allowed to Remain:

Claims Recommended for Modification or Removal:

國際瓶裝水協會對 NAD 的部分裁定表示肯定，尤其對「所有比較型環保百分比說法應停用」與「生命週期比較應限於高重量塑膠瓶」兩項建議表示支持。不過協會亦針對若干尚未調整的項目提出上訴，將由 BBB 國家計畫下的廣告審查委員會（NARB）進行最終裁定。

The IBWA welcomed parts of the NAD ruling, particularly the recommendation to discontinue all percentage-based comparative environmental claims and to limit life cycle comparisons to heavyweight plastic bottles. However, the association appealed some aspects of the decision that remain unresolved. These will be reviewed by the National Advertising Review Board (NARB) under the BBB National Programs.

法律事務所 Kelley Drye 的專家律師指出，本案為綠色宣傳帶來重要提醒，特別是在「質量平衡法」是否適用於環保標示仍存政策灰區。美國聯邦貿易委員會（FTC）目前正在更新《綠色指南》，是否納入質量平衡法的適用性亦是外界高度關注的焦點。

Legal experts at the law firm Kelley Drye emphasized the significance of this case for green marketing, especially in relation to the mass balance approach, a methodology that remains in a regulatory gray area. The U.S. Federal Trade Commission (FTC) is currently in the process of updating its Green Guides, and whether or not the mass balance method will be accepted for environmental labeling is a closely watched issue.

儘管面臨審查與爭議，Boxed Water 仍持續推進永續包裝策略。今年 2 月，該公司已被私人投資集團 Nyrad LLC 收購，預計將進一步擴展其市場影響力。綠色包裝與誠實行銷之間的平衡，已成為品牌聲譽與競爭力的關鍵戰場。

Despite the scrutiny and controversy, Boxed Water continues to advance its sustainable packaging strategy. In February of this year, the company was acquired by private investment group Nyrad LLC, and is expected to further expand its market influence. The balance between green packaging and honest marketing has become a critical battleground for brand reputation and competitiveness.