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Climate neutrality cannot be touted in advertisements as there is no definitive method to measure such a claim, Switzerland's independent consumer protection group ruled Tuesday.

The ruling means that slogans such as "C02 neutral," "climate neutral" or "climate positive" are considered misleading, said the Consumer Protection Foundation (SKS), which represents German-speaking Swiss consumers.

If an offending company fails to adapt their advertising, the economic affairs ministry must take action against them, the foundation said, on the basis of recent verdicts by the Swiss Fairness Commission, another independent group representing consumers, media and advertisers.

The commission had found two cases — involving the marketing of fuel and baby food — to be unfair in their presentation of climate neutrality.

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