Freedom Furniture has changed the name of its "Eco-Wood" blinds and shutters after Australian consumer organisation Choice found the products were neither wooden nor very "eco".
The blinds, on sale both here and in Australia, are made from synthetic materials identified as "sawdust PVC and stabiliser".
Following Choice's inquiries, Freedom conceded that the name Eco-Wood could result in a "possible unintended interpretation by the customer". The company has now re-labelled the range as "Economy Blinds" and "Economy Shutter Blinds".
Products we've seen in store carry a label stating "Formerly known as Eco-Wood. Our blinds have had a name change. But they're still the same blinds...These blinds are made from synthetic materials."
Choice says Freedom was quick to respond to its inquiries. But the company's original decision to label the products "Eco-Wood" was a poor one. It's another example of faux "green" branding designed to trade on consumers' legitimate environmental concerns.
In April 2010 we criticised Freedom’s labelling of some of its leather furniture that failed to clearly identify products covered in bi-cast leather – a composite material made from a synthetic bonding agent and an inferior section of animal hide.
More from consumer.org.nz
- Leather furniture - we found some “leather” furniture little more than scraps of hide bonded with plastic
- Green product claims - our March 2010 look at the use of "green" claims in advertising
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