{"id":4807,"date":"2026-03-10T01:13:52","date_gmt":"2026-03-10T01:13:52","guid":{"rendered":"https:\/\/circular-slovakia.sk\/?p=4807"},"modified":"2026-03-10T01:17:31","modified_gmt":"2026-03-10T01:17:31","slug":"zelene-slogany-uz-nestacia-pravidla-pre-udrzatelnost-sa-sprisnuju","status":"publish","type":"post","link":"https:\/\/circular-slovakia.sk\/en\/2026\/03\/10\/zelene-slogany-uz-nestacia-pravidla-pre-udrzatelnost-sa-sprisnuju\/","title":{"rendered":"Zelen\u00e9 slogany u\u017e nesta\u010dia: pravidl\u00e1 pre udr\u017eate\u013enos\u0165 sa spr\u00eds\u0148uj\u00fa"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"4807\" class=\"elementor elementor-4807\" data-elementor-settings=\"[]\">\n\t\t\t\t\t\t\t<div class=\"elementor-section-wrap\">\n\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d4d52a7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d4d52a7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7bdb591\" data-id=\"7bdb591\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-eaaa74c elementor-widget elementor-widget-spacer\" data-id=\"eaaa74c\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a3bdbfa elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a3bdbfa\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3cbd709\" data-id=\"3cbd709\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-66c989a elementor-widget elementor-widget-heading\" data-id=\"66c989a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.5.3 - 28-12-2021 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h3 class=\"elementor-heading-title elementor-size-default\">Zelen\u00e9 slogany u\u017e nesta\u010dia: pravidl\u00e1 pre udr\u017eate\u013enos\u0165 sa spr\u00eds\u0148uj\u00fa<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-90cd66a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"90cd66a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6cdc87c\" data-id=\"6cdc87c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-252cd97 elementor-widget elementor-widget-text-editor\" data-id=\"252cd97\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.5.3 - 28-12-2021 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#818a91;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#818a91;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Bratislava, 20. janu\u00e1r 2026 I Seesame, Circular Slovakia<\/p><p><strong>Hoci rokovania o eur\u00f3pskej smernici Green Claims e\u0161te nie s\u00fa ukon\u010den\u00e9 a jej \u010fal\u0161\u00ed v\u00fdvoj zost\u00e1va otvoren\u00fd, po\u017eiadavky na f\u00e9rov\u00fa a transparentn\u00fa komunik\u00e1ciu udr\u017eate\u013enosti sa spr\u00eds\u0148uj\u00fa. <\/strong>Platn\u00e1 Smernica o posilnen\u00ed postavenia spotrebite\u013eov v zelenej transform\u00e1cii u\u017e dnes obmedzuje pou\u017e\u00edvanie v\u0161eobecn\u00fdch zelen\u00fdch tvrden\u00ed, stanovuje pravidl\u00e1 proti greenwashingu a pos\u00fava firemn\u00fa komunik\u00e1ciu smerom k d\u00f4veryhodn\u00fdm d\u00e1tam a nez\u00e1visl\u00e9mu overovaniu. Firmy bud\u00fa povinn\u00e9 zos\u00faladi\u0165 svoju komunik\u00e1ciu s t\u00fdmto regula\u010dn\u00fdm r\u00e1mcom najnesk\u00f4r od konca septembra 2026.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-be64717 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"be64717\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e4c4f16\" data-id=\"e4c4f16\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b378195 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"b378195\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.5.3 - 28-12-2021 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#2c2c2c;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:-webkit-box;display:-ms-flexbox;display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);-ms-flex-negative:0;flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:-webkit-box;display:-ms-flexbox;display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{-webkit-box-align:center;-ms-flex-align:center;align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;-webkit-box-flex:1;-ms-flex-positive:1;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{-webkit-box-flex:0;-ms-flex-positive:0;flex-grow:0;-ms-flex-negative:100;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{-webkit-box-flex:0;-ms-flex-positive:0;flex-grow:0;-ms-flex-negative:100;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-402441d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"402441d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8d69f05\" data-id=\"8d69f05\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a0ee71d elementor-widget elementor-widget-text-editor\" data-id=\"a0ee71d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h5>Zelen\u00e9 tvrdenia potrebuj\u00fa jasn\u00fd d\u00f4kaz<\/h5><p>\u00a0<br \/>Pou\u017e\u00edvanie environment\u00e1lnych tvrden\u00ed je dnes podmienen\u00e9 ich jasnou a preuk\u00e1zate\u013enou defin\u00edciou. Firmy by sa mali vyhn\u00fa\u0165 v\u00e1gnym tvrdeniam ako \u201eekologick\u00fd\u201c \u010di \u201e\u0161etrn\u00fd k \u017eivotn\u00e9mu prostrediu\u201c bez \u010fal\u0161ieho vysvetlenia. Namiesto toho by mali komunikova\u0165 konkr\u00e9tne, merate\u013en\u00e9 \u00fadaje, napr\u00edklad o percentu\u00e1lnom zn\u00ed\u017een\u00ed emisi\u00ed CO2 s uveden\u00edm metodiky a \u010dasov\u00e9ho obdobia.<\/p><p><strong><em>\u201eFirmy si \u010dasto neuvedomuj\u00fa, ak\u00e9 pr\u00edsne pravidl\u00e1 u\u017e dnes platia,\u201c<\/em><\/strong> upozor\u0148uje Michal H\u00faska, hlavn\u00fd \u0161t\u00e1tny radca z\u00a0Ministerstva \u017eivotn\u00e9ho prostredia a\u00a0dod\u00e1va: <strong><em>\u201eMnoh\u00e9 firmy nechc\u00fa spotrebite\u013eov z\u00e1merne zav\u00e1dza\u0165, \u010dasto sa v\u0161ak st\u00e1va, \u017ee komunikuj\u00fa \u010diastkov\u00e9 environment\u00e1lne benefity ako vlastnosti cel\u00e9ho produktu. V tak\u00fdchto pr\u00edpadoch v\u0161ak m\u00f4\u017ee \u00eds\u0165 o nekal\u00fa obchodn\u00fa praktiku.\u201c<\/em><\/strong><\/p><p>Smernica o posilnen\u00ed postavenia spotrebite\u013eov v zelenej transform\u00e1cii z\u00e1rove\u0148 stanovuje, \u017ee bez preuk\u00e1zania environment\u00e1lnych vlastnost\u00ed produktu pod\u013ea uzn\u00e1van\u00fdch noriem, ako napr\u00edklad EU Ecolabel, EMAS \u010di EN ISO 14024 a\u00a0\u010fal\u0161\u00edch porovnate\u013en\u00fdch syst\u00e9mov, nie je mo\u017en\u00e9 pou\u017e\u00edva\u0165 generick\u00e9 zelen\u00e9 tvrdenia. Transparentnos\u0165 sa tak st\u00e1va nielen z\u00e1kladnou povinnos\u0165ou, ale aj konkuren\u010dnou v\u00fdhodou.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bb38553 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bb38553\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-be685a9\" data-id=\"be685a9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fa6ed41 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa6ed41\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-02b91f0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"02b91f0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-03fe78a\" data-id=\"03fe78a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4ea62b4 elementor-widget elementor-widget-text-editor\" data-id=\"4ea62b4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h5 class=\"docx_heading2\">Vlastn\u00e9 zna\u010dky udr\u017eate\u013enosti u\u017e nesta\u010dia<br \/><span style=\"font-style: inherit; font-weight: inherit;\"><br \/><\/span><\/h5><p><strong>Jednou z najv\u00e4\u010d\u0161\u00edch zmien je spr\u00edsnenie pravidiel pre pou\u017e\u00edvanie vlastn\u00fdch firemn\u00fdch ozna\u010den\u00ed udr\u017eate\u013enosti.<\/strong> K\u00fdm v\u00a0minulosti si mnoh\u00e9 firmy vytv\u00e1rali vlastn\u00e9 ozna\u010denia a certifik\u00e1ty, dnes to u\u017e tak\u00e9 jednoduch\u00e9 nie je. <strong>Ka\u017ed\u00e9 tak\u00e9to ozna\u010denie mus\u00ed by\u0165 nez\u00e1visle overen\u00e9, otvoren\u00e9 aj pre in\u00fdch \u017eiadate\u013eov, ma\u0165 verejne dostupn\u00e9 krit\u00e9ri\u00e1 a mechanizmy kontroly.<\/strong><\/p><p><em>\u201eR\u00fdchle rie\u0161enia, ako sme ich poznali, jednoducho kon\u010dia,\u201c<\/em> vysvet\u013euje Petra Csefalvayov\u00e1 z\u00a0Circular Slovakia a INCIEN. <strong><em>\u201eAk chce firma pou\u017e\u00edva\u0165 vlastn\u00fa zna\u010dku udr\u017eate\u013enosti, mus\u00ed ju postavi\u0165 na d\u00f4veryhodnom certifika\u010dnom syst\u00e9me. Bez toho je jej pou\u017e\u00edvanie nepr\u00edpustn\u00e9. V praxi to znamen\u00e1, \u017ee firmy maj\u00fa dve mo\u017enosti: bu\u010f prejd\u00fa na uzn\u00e1van\u00e9 certifik\u00e1cie tret\u00edch str\u00e1n, alebo bud\u00fa musie\u0165 prebudova\u0165 cel\u00e9 vlastn\u00e9 syst\u00e9my od z\u00e1kladov, \u010do si vy\u017eaduje \u010das, metodiku a intern\u00e9 kapacity.\u201c<\/em><\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ce2999f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ce2999f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8385118\" data-id=\"8385118\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-014e3f1 elementor-widget elementor-widget-image\" data-id=\"014e3f1\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.5.3 - 28-12-2021 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E22AQGvblBYKlveYQ\/feedshare-shrink_2048_1536\/B4EZp.XbHBIIAw-\/0\/1763056748610?e=1774483200&amp;v=beta&amp;t=MIEAG-V_KUFR0hU7C5vV76pxJGKcBpA9p3eYUjCctjs\" title=\"\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c3975f3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c3975f3\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c6c4595\" data-id=\"c6c4595\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6d843ed elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"6d843ed\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8b6860f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8b6860f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3eae429\" data-id=\"3eae429\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-085d104 elementor-widget elementor-widget-text-editor\" data-id=\"085d104\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h5>Autenticita je dnes hodnotnej\u0161ia ne\u017e dokonal\u00fd marketing<\/h5><p><br \/>O\u010dak\u00e1vania z\u00e1kazn\u00edkov sa v oblasti udr\u017eate\u013enosti menia. <strong>Namiesto deklarovanej dokonalosti \u010doraz viac oce\u0148uj\u00fa otvorenos\u0165, vysvetlenie kontextu a realistick\u00e9 pomenovanie toho, \u010do firma rob\u00ed dnes a \u010do pl\u00e1nuje zlep\u0161i\u0165 v bud\u00facnosti.<\/strong> Pr\u00e1ve schopnos\u0165 prizna\u0165 limity a pracova\u0165 s nimi posil\u0148uje d\u00f4veryhodnos\u0165 zna\u010dky viac ne\u017e bezchybn\u00e9, no nepresn\u00e9 slogany.<\/p><p><em><strong>\u201eZ\u00e1kazn\u00edci nepotrebuj\u00fa po\u010d\u00fava\u0165, \u017ee je firma dokonal\u00e1. Potvrdzuj\u00fa to aj d\u00e1ta: d\u00f4vera verejnosti v environment\u00e1lne vyhl\u00e1senia firiem je dnes n\u00edzka.<\/strong> Ak spolo\u010dnos\u0165 tvrd\u00ed, \u017ee je v nie\u010dom stopercentn\u00e1, \u010dasto to vzbudzuje podozrenie. Ove\u013ea d\u00f4veryhodnej\u0161ie preto p\u00f4sob\u00ed priznanie limitov, vysvetlenie kontextu a jasn\u00e9 pomenovanie toho, \u010do firma e\u0161te len pl\u00e1nuje zlep\u0161i\u0165. <strong>Transparentnos\u0165 je dnes silnej\u0161\u00edm reputa\u010dn\u00fdm n\u00e1strojom ne\u017e perfektn\u00fd marketing,\u201c<\/strong><\/em> hovor\u00ed Anna Michalkov\u00e1, Managing Director agent\u00fary Seesame.<\/p><p>V\u00a0praxi sa dnes \u010doraz \u010dastej\u0161ie stret\u00e1vame nielen s greenwashingom, ale aj s\u00a0greenhushingom, \u010do znamen\u00e1, \u017ee firmy o\u00a0udr\u017eate\u013enosti nekomunikuj\u00fa v\u00f4bec, preto\u017ee sa chc\u00fa vyhn\u00fa\u0165 obvineniam z\u00a0greenwashingu. \u201eTo v\u0161ak nie je rie\u0161enie. <em><strong>Ml\u010danie nebuduje d\u00f4veru. Buduje ju otvoren\u00e1 komunik\u00e1cia, podlo\u017een\u00e1 d\u00e1tami a jasn\u00fdmi vysvetleniami,<\/strong><\/em>\u201c dop\u013a\u0148a Anna Michalkov\u00e1.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e2fee7b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e2fee7b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-61a6329\" data-id=\"61a6329\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-62df190 elementor-widget elementor-widget-image\" data-id=\"62df190\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E22AQFo_vp35g0jlg\/feedshare-shrink_2048_1536\/B4EZp.XbLxJgAw-\/0\/1763056741640?e=1774483200&amp;v=beta&amp;t=OVOkf8lune8lpYDNb_s-TmO384wZv2jkPtaadzwfLZE\" title=\"\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d28dc8d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d28dc8d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-995b534\" data-id=\"995b534\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c17d291 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"c17d291\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d5f6efa elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d5f6efa\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f7669f9\" data-id=\"f7669f9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f487cfa elementor-widget elementor-widget-text-editor\" data-id=\"f487cfa\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h5 class=\"docx_heading2\">Pr\u00edklad z praxe: Lidl stavil na overite\u013en\u00e9 certifik\u00e1cie<\/h5><p><br \/>Retailov\u00fd sektor patr\u00ed medzi oblasti, ktor\u00e9 s\u00fa pod zv\u00fd\u0161en\u00fdm doh\u013eadom regul\u00e1torov aj z\u00e1kazn\u00edkov, \u010do sa odr\u00e1\u017ea aj v sp\u00f4sobe, ak\u00fdm firmy komunikuj\u00fa udr\u017eate\u013enos\u0165. Pr\u00edkladom je Lidl, ktor\u00fd sa pri vybran\u00fdch produktov\u00fdch kateg\u00f3ri\u00e1ch opiera o\u00a0nez\u00e1visl\u00e9 certifika\u010dn\u00e9 sch\u00e9my namiesto pou\u017e\u00edvanie v\u0161eobecn\u00fdch zelen\u00fdch tvrden\u00ed.<\/p><p><strong>V praxi to znamen\u00e1, \u017ee Lidl pri niektor\u00fdch produktoch vyu\u017e\u00edva certifik\u00e1ciu Rainforest Alliance pri kakau a k\u00e1ve, MSC alebo ASC pri ryb\u00e1ch a\u00a0morsk\u00fdch plodoch, FSC pri papierov\u00fdch v\u00fdrobkoch a\u00a0certifik\u00e1ty GOTS \u010di OCS v\u00a0oblasti textilu, v\u00a0z\u00e1vislosti od konkr\u00e9tneho produktu a trhu.<\/strong> <strong>V\u010faka t\u00fdmto certifik\u00e1tom je mo\u017en\u00e9 jasne preuk\u00e1za\u0165 p\u00f4vod surov\u00edn aj environment\u00e1lne \u0161tandardy v\u00a0dod\u00e1vate\u013esk\u00fdch re\u0165azcoch.<\/strong> Lidl okrem n\u00e1kupu certifikovan\u00fdch surov\u00edn spolupracuje na iniciat\u00edvach a projektoch zameran\u00fdch na zodpovedn\u00e9 pestovanie a ochranu p\u00f4dy. Je \u010dlenom organiz\u00e1ci\u00ed ako Round Table on Responsible Soy a Donau Soja, \u010d\u00edm podporuje udr\u017eate\u013en\u00e9 pestovanie s\u00f3je a tvorbu \u0161tandardov.<\/p><p><strong><em>\u201eOpieranie sa o nez\u00e1visl\u00e9 certifik\u00e1cie n\u00e1m umo\u017e\u0148uje zabezpe\u010di\u0165, \u017ee environment\u00e1lne tvrdenia, ktor\u00e9 komunikujeme, s\u00fa overite\u013en\u00e9 a\u00a0obh\u00e1jite\u013en\u00e9. Navy\u0161e je to krok, ktor\u00fd od n\u00e1s z\u00e1kazn\u00edci o\u010dak\u00e1vaj\u00fa,\u201c<\/em><\/strong> uv\u00e1dza Zuzana Sobotov\u00e1, ved\u00faca oddelenia CSR v spolo\u010dnosti Lidl. Ako predajca potrav\u00edn pova\u017eujeme za svoju zodpovednos\u0165 d\u00f4sledne monitorova\u0165 kvalitu produktov, pri\u010dom okrem bezpe\u010dnosti s\u00fa k\u013e\u00fa\u010dov\u00fdmi krit\u00e9riami aj udr\u017eate\u013enos\u0165 a p\u00f4vod. M\u00e1me stanoven\u00e9 pr\u00edsne ciele pre n\u00e1kup tzv. kritick\u00fdch surov\u00edn a\u00a0od roku 2023 je povinn\u00e9 pravideln\u00e9 \u0161kolenie, ktor\u00e9 pom\u00e1ha n\u00e1kupcom aplikova\u0165 princ\u00edpy udr\u017eate\u013enosti v ka\u017edodennej pr\u00e1ci. Tak vieme zabezpe\u010di\u0165, \u017ee nielen n\u00e1\u0161 sortiment, ale aj na\u0161a komunik\u00e1cia je postaven\u00e1 na odbornosti od \u00fapln\u00e9ho za\u010diatku.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e3f3662 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e3f3662\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1bc7710\" data-id=\"1bc7710\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c2be627 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"c2be627\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5601b80 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5601b80\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2b8e9b6\" data-id=\"2b8e9b6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-71ab8c3 elementor-widget elementor-widget-text-editor\" data-id=\"71ab8c3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h5 class=\"docx_heading2\">Ako predch\u00e1dza\u0165 greenwashingu v komunik\u00e1cii<\/h5><p><br \/>Firmy u\u017e dnes nes\u00fa zodpovednos\u0165 za pravdivos\u0165 environment\u00e1lnych tvrden\u00ed, ktor\u00e9 komunikuj\u00fa smerom k spotrebite\u013eom. <strong>Preto sa im odpor\u00fa\u010da ako prv\u00fd krok urobi\u0165 si d\u00f4kladn\u00fa anal\u00fdzu existuj\u00facich tvrden\u00ed a ozna\u010den\u00ed a pos\u00fadenie ich s\u00faladu s platn\u00fdmi pravidlami.<\/strong><\/p><p>Nasleduje nastavenie intern\u00fdch procesov, ktor\u00e9 zabezpe\u010dia, \u017ee ka\u017ed\u00e9 nov\u00e9 tvrdenie alebo ozna\u010denie bude posudzovan\u00e9 z h\u013eadiska jeho preuk\u00e1zate\u013enosti. S\u00fa\u010das\u0165ou tohto pr\u00edstupu je aj rozhodnutie, o ktor\u00e9 nez\u00e1visl\u00e9 certifika\u010dn\u00e9 sch\u00e9my sa firma oprie, aby vedela svoju komunik\u00e1ciu udr\u017eate\u013enosti transparentne a zrozumite\u013ene dolo\u017ei\u0165.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e7391c3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e7391c3\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-118784a\" data-id=\"118784a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-65bef55 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"65bef55\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-311c093 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"311c093\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a81949e\" data-id=\"a81949e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-179d063 elementor-widget elementor-widget-text-editor\" data-id=\"179d063\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h5 class=\"docx_heading2\">Konkuren\u010dn\u00e1 v\u00fdhoda pre t\u00fdch, ktor\u00ed za\u010dn\u00fa sk\u00f4r<\/h5><p><br \/>Zmeny v oblasti ESG a regula\u010dn\u00e1 neistota neznamenaj\u00fa, \u017ee firmy maj\u00fa po\u013eavi\u0165 v n\u00e1rokoch na vlastn\u00fa komunik\u00e1ciu. Pr\u00e1ve naopak, zodpovednos\u0165 za pravdiv\u00e9 a preuk\u00e1zate\u013en\u00e9 environment\u00e1lne tvrdenia \u010doraz viac le\u017e\u00ed na samotn\u00fdch podnikoch. Investori, banky aj z\u00e1kazn\u00edci pritom o\u010dak\u00e1vaj\u00fa vy\u0161\u0161iu mieru transparentnosti.<\/p><p><strong>Udr\u017eate\u013enos\u0165 sa tak prest\u00e1va opiera\u0165 len o form\u00e1lne povinnosti a \u010doraz viac stoj\u00ed na d\u00f4vere. T\u00fa mo\u017eno budova\u0165 iba komunik\u00e1ciou, ktor\u00e1 je poctiv\u00e1 a kontinu\u00e1lna, metodicky podlo\u017een\u00e1 a otvoren\u00e1 vo\u010di vlastn\u00fdm limitom.<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Zelen\u00e9 slogany u\u017e nesta\u010dia: pravidl\u00e1 pre udr\u017eate\u013enos\u0165 sa spr\u00eds\u0148uj\u00fa Bratislava, 20. janu\u00e1r 2026 I Seesame, Circular Slovakia Hoci rokovania o eur\u00f3pskej smernici Green Claims e\u0161te nie s\u00fa ukon\u010den\u00e9 a jej \u010fal\u0161\u00ed v\u00fdvoj zost\u00e1va otvoren\u00fd, po\u017eiadavky na f\u00e9rov\u00fa a transparentn\u00fa komunik\u00e1ciu udr\u017eate\u013enosti sa spr\u00eds\u0148uj\u00fa. Platn\u00e1 Smernica o posilnen\u00ed postavenia spotrebite\u013eov v zelenej transform\u00e1cii u\u017e dnes obmedzuje &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/circular-slovakia.sk\/en\/2026\/03\/10\/zelene-slogany-uz-nestacia-pravidla-pre-udrzatelnost-sa-sprisnuju\/\"> <span class=\"screen-reader-text\">Zelen\u00e9 slogany u\u017e nesta\u010dia: pravidl\u00e1 pre udr\u017eate\u013enos\u0165 sa spr\u00eds\u0148uj\u00fa<\/span> Read More &raquo;<\/a><\/p>","protected":false},"author":52,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"","site-content-layout":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/posts\/4807"}],"collection":[{"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/users\/52"}],"replies":[{"embeddable":true,"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/comments?post=4807"}],"version-history":[{"count":6,"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/posts\/4807\/revisions"}],"predecessor-version":[{"id":4817,"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/posts\/4807\/revisions\/4817"}],"wp:attachment":[{"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/media?parent=4807"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/categories?post=4807"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/tags?post=4807"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}