Increased consumer attention to corporate environmental practices – particularly related to global warming and net zero claims – has increased regulatory scrutiny and the risk of greenwashing enforcement actions by state attorneys general, local prosecutors, and administrative agencies with relevant jurisdiction.
This rapidly emerging risk is illustrated by New York v. JBS US Food Company et al., N.Y. Sup. Ct. Case No. 450682/2024 (February 28, 2024), where the New York Attorney General (“AG”) filed a complaint against the American subsidiary of the largest beef producer in the world alleging that the company repeatedly mislead the public about its environmental impact.
The core of the complaint alleges that beef production has “the highest total greenhouse gas emissions of any major food commodity” and yet JBS allegedly made “sweeping representations to consumers about its commitment to reducing its greenhouse gas emissions, claiming it will be ‘Net Zero by 2040.’” Despite its broad claims, according to the complaint the company had “no viable plan to meet its commitment to be ‘Net Zero by 2040.’” Citing to filings with the Securities and Exchange Commission, the AG alleges that the company was driven to make false statements because it knew that if it was perceived to produce “unsustainable” beef product, consumer demand would be harmed and its share of the U.S. beef market would decline.
The company’s “Net Zero by 2040” claims, according to the AG, were made “without having calculated the vast majority of greenhouse gas emissions from its supply chain” or taking into account deforestation in the Amazon associated with its supply chain. In fact, the AG’s position is that there “are no proven agricultural practices to reduce greenhouse gas emissions to net zero at the [company’s] current scale” and that offsetting emissions of such magnitude would be unprecedented. As such, even a “pledge” to reach net-zero at a distant point in the future – like 2040 – was deceptive because, according to the AG, it was neither feasible nor based upon a defined plan of action.
The complaint points to numerous alleged misrepresentations by the company about “Net Zero by 2040” made in multiple media, under a variety of contexts, including (i) on company websites, with particular focus on statements such as being “the first global meat and poultry company to pledge to achieve net-zero greenhouse gas emissions by 2040,” (ii) published sustainability reports, (iii) statements by the CEO at climate-related conferences, and (iv) a full page ad in the New York Times.
In making these, and other, statements, the AG alleges that JBS repeatedly: (i) undertook deceptive acts and practices, by making misrepresentations about greenhouse gas emissions, in violation of General Business Law § 349, (ii) violated General Business Law § 350 by engaging in false advertising on the web and online publications related to achieving net zero emissions by 2040, and (iii) violated Executive Law § 63(12) by engaging in repeated or persistent fraudulent or illegal conduct related to statements claiming the company would achieve net zero by 2040. The complaint asks for broad relief, including an injunction, disgorgement of ill-gotten profits, equitable relief, civil penalties ranging from $1,000 - $5,000 per violation (i.e., per misrepresentation), independent audits, and attorneys’ fees.
The case provides several cautionary insights. First, merely making a “pledge” to reduce greenhouse gas emissions over a period of years – as opposed to falsely claiming such reductions have already occurred – will not protect companies from potential enforcement. Absent a defined, reasonable plan of action that is deemed feasible by regulators, enforcement alleging that an abstract pledge is deceptive is a real potential. And, second, regulators will look across a swath of media – including advertising, websites, sustainability reports, SEC reporting, press releases, and public statements, speeches, and interviews by senior management – to build a potential case alleging a pattern of deceptive, misleading, and false claims.
Tom Boer | Global Regulatory | San Francisco