2016年06月六级第3套仔细阅读 Passage 1 原文翻译及答案解析

Manufacturers of products that claim to be environmentally friendly will face tighter rules on how they are advertised to consumers under changes proposed by the Federal Trade Commission.

根据联邦贸易委员会提出的修改，声称环保的产品制造商在向消费者宣传时将面临更严格的规则。

The commission's revised "Green Guides" warn marketers against using labels that make broad claims, like "eco-friendly". Marketers must qualify their claims on the product packaging and limit them to a specific benefit, such as how much of the product is recycled.

委员会修订的《绿色指南》警告营销人员不要使用做出笼统声明的标签，如“生态友好”。营销人员必须在产品包装上限定其声明，并将其限制在具体益处上，例如产品的回收比例。

"This is really about trying to cut through the confusion that consumers have when they are buying a product and that businesses have when they are selling a product," said Jon Leibowitz, chairman of the commission.

委员会主席乔恩·莱博维茨说：“这实际上是为了消除消费者在购买产品和企业在销售产品时所产生的困惑。”

The revisions come at a time when green marketing is on the rise. According to a new study, the number of advertisements with green messages in mainstream magazines has risen since 1987, and peaked in 2008 at 10.4%. In 2009, the number dropped to 9%.

这些修订正值绿色营销兴起之际。根据一项新研究，自1987年以来，主流杂志中带有绿色信息的广告数量一直在上升，并在2008年达到10.4%的峰值。2009年，这一数字下降到9%。

But while the number of advertisements may have dipped, there has been a rapid spread of eco-labeling. There are both good and bad players in the eco-labeling game.

但尽管广告数量可能有所下降，生态标签却迅速普及。在生态标签游戏中，既有好的参与者，也有坏的参与者。

In the last five years or so, there has been an explosion of green claims and environmental claims. It is clear that consumers don't always know what they are getting.

在过去五年左右的时间里，绿色声明和环保声明激增。显然，消费者并不总是知道他们得到的是什么。

A handful of lawsuits have been filed in recent years against companies accused of using misleading environmental labels. In 2008 and 2009, class-action lawsuits (集体诉讼) were filed against SC Johnson for using "Greenlist" labels on its cleaning products. The lawsuits said that the label was misleading because it gave the impression that the products had been certified by a third party when the certification was the company's own.

近年来，一些诉讼被提起，指控公司使用误导性环保标签。2008年和2009年，针对SC Johnson公司使用“Greenlist”标签的清洁产品提起了集体诉讼。诉讼称，该标签误导消费者，因为它给人的印象是产品已获得第三方认证，而实际上是公司自己的认证。

"We are very proud of our accomplishments under the Greenlist system and we believe that we will prevail in these cases," Christopher Beard, director of public affairs for SC Johnson, said, while acknowledging that "this has been an area that is difficult to navigate".

SC Johnson公共事务总监克里斯托弗·比尔德说：“我们对我们在Greenlist系统下取得的成就感到非常自豪，我们相信我们将在这些案件中胜诉。”同时他承认，“这是一个难以驾驭的领域。”

Companies have also taken it upon themselves to contest each other's green claims.

公司还主动质疑彼此的环保声明。

David Mallen, associate director of the Council of Better Business Bureau, said in the last two years the organization had seen an increase in the number of claims companies were bringing against each other for false or misleading environmental product claims.

商业改进局理事会副主任大卫·马伦说，在过去两年中，该组织发现公司之间因虚假或误导性环保产品声明而相互提起的诉讼数量有所增加。

"About once a week, I have a client that will bring up a new certification I've never even heard of and I'm in this industry," said Kevin Wilhelm, chief executive officer of Sustainable Business Consulting. it's kind of a Wild West, anybody can claim themselves to be green. Mr. Wilhelm said the excess of labels made it difficult for businesses and consumers to know which labels they should pay attention to.

可持续商业咨询公司首席执行官凯文·威廉说：“大约每周一次，我的客户会提起一个我从未听说过的新认证，而我就在这个行业里。”他说这有点像狂野西部，任何人都可以声称自己是环保的。威廉先生说，标签过多使得企业和消费者难以知道应该关注哪些标签。