{"id":3825,"date":"2026-08-20T10:32:07","date_gmt":"2026-08-20T08:32:07","guid":{"rendered":"https:\/\/forumcalafell.com\/?p=3825"},"modified":"2026-08-20T10:52:06","modified_gmt":"2026-08-20T08:52:06","slug":"a-partir-del-27-de-setembre-de-2026-canvien-les-regles-sobre-com-es-comunica-la-sostenibilitat","status":"publish","type":"post","link":"https:\/\/forumcalafell.com\/a-partir-del-27-de-setembre-de-2026-canvien-les-regles-sobre-com-es-comunica-la-sostenibilitat\/","title":{"rendered":"A partir del 27 de setembre de 2026 canvien les regles sobre com es comunica la sostenibilitat."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">A partir del&nbsp;<strong>27 de setembre de 2026<\/strong>, entra en vigor un nou marc europeu que refor\u00e7a la protecci\u00f3 dels consumidors davant del&nbsp;<em>greenwashing<\/em>&nbsp;o blanqueig ecol\u00f2gic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El canvi no significa que les empreses hagin de deixar de parlar de sostenibilitat. El que canvia \u00e9s&nbsp;<strong>com s\u2019haur\u00e0 de comunicar<\/strong>: les afirmacions ambientals hauran de ser clares, espec\u00edfiques, demostrables i verificables.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Si fem una afirmaci\u00f3 ambiental, l\u2019hem de poder justificar<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Aquest \u00e9s el punt principal de la nova regulaci\u00f3.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Expressions com:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cSom sostenibles\u201d<\/li>\n\n\n\n<li>\u201cRestaurant eco\u201d<\/li>\n\n\n\n<li>\u201cTurisme verd\u201d<\/li>\n\n\n\n<li>\u201cRespectu\u00f3s amb el medi ambient\u201d<\/li>\n\n\n\n<li>\u201cCarboni neutre\u201d<\/li>\n\n\n\n<li>\u201cZero emissions\u201d<\/li>\n\n\n\n<li>\u201cImpacte clim\u00e0tic redu\u00eft\u201d<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">no s\u2019haurien d\u2019utilitzar de manera gen\u00e8rica si l\u2019empresa no pot demostrar qu\u00e8 hi ha darrere d\u2019aquestes afirmacions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No vol dir que aquestes expressions quedin autom\u00e0ticament prohibides, sin\u00f3 que&nbsp;<strong>no es poden utilitzar de manera vaga o induint el consumidor a pensar que un producte, servei o establiment t\u00e9 unes caracter\u00edstiques ambientals que no es poden acreditar<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De l\u2019esl\u00f2gan a la dada<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La recomanaci\u00f3 \u00e9s substituir les afirmacions gen\u00e8riques per informaci\u00f3 concreta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Per exemple, en lloc de dir:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cSom un restaurant sostenible\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00e9s millor poder explicar:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cHem redu\u00eft un 18% el consum el\u00e8ctric respecte de 2024 despr\u00e9s de renovar els equips de refrigeraci\u00f3 i climatitzaci\u00f3.\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O en lloc de:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cTreballem amb producte sostenible\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">concretar:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cEl 65% de la fruita i verdura que comprem procedeix de prove\u00efdors situats a menys de 50 km.\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La regla pr\u00e0ctica \u00e9s molt senzilla:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CLAIM \u2192 DADA \u2192 DOCUMENT<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9s a dir, si fem una afirmaci\u00f3 ambiental, hem de saber&nbsp;<strong>quina dada la sustenta<\/strong>&nbsp;i disposar de&nbsp;<strong>documentaci\u00f3 que permeti acreditar-la<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Factures, contractes energ\u00e8tics, certificacions, fitxes de prove\u00efdors, registres de consum, auditories o altres evid\u00e8ncies poden servir per justificar all\u00f2 que es comunica.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Especial atenci\u00f3 a expressions com \u201ccarboni neutre\u201d o \u201czero emissions\u201d<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Un dels canvis m\u00e9s importants afecta afirmacions relacionades amb les emissions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No es podr\u00e0 presentar un producte o servei com a \u201ccarboni neutre\u201d, \u201cclim\u00e0ticament neutre\u201d o similar quan aquesta afirmaci\u00f3 es basi \u00fanicament en compensacions d\u2019emissions fetes fora de la pr\u00f2pia cadena de valor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Per exemple, participar en un programa de compensaci\u00f3 de CO\u2082 no permet afirmar autom\u00e0ticament que una estada, un producte o un servei \u00e9s \u201ccarboni neutre\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S\u00ed que es podr\u00e0 explicar de manera transparent quina actuaci\u00f3 s\u2019ha dut a terme i quantes emissions s\u2019han compensat, sempre que la informaci\u00f3 sigui concreta i verificable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les promeses de futur tamb\u00e9 s\u2019hauran de justificar<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Afirmacions com:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cSerem neutres en carboni el 2030\u201d<\/li>\n\n\n\n<li>\u201cArribarem a zero emissions\u201d<\/li>\n\n\n\n<li>\u201cSerem 100% sostenibles\u201d<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">no haurien de quedar-se en simples declaracions d\u2019intencions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Els compromisos ambientals futurs hauran d\u2019estar vinculats a objectius clars, mesurables i verificables, integrats en un pla realista i amb seguiment peri\u00f2dic.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cal revisar tamb\u00e9 els segells i certificacions<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La normativa tamb\u00e9 posa el focus en els distintius ambientals i de sostenibilitat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Els establiments haurien de revisar els segells que utilitzen en webs, recepcions, portes, cartes, fullets, signatures electr\u00f2niques, xarxes socials o materials publicitaris.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Conv\u00e9 comprovar:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Qui concedeix el distintiu.<\/li>\n\n\n\n<li>Quins criteris utilitza.<\/li>\n\n\n\n<li>Si aquests criteris s\u00f3n p\u00fablics.<\/li>\n\n\n\n<li>Si existeix verificaci\u00f3 independent.<\/li>\n\n\n\n<li>Si el certificat continua vigent.<\/li>\n\n\n\n<li>Qu\u00e8 acredita exactament.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Una certificaci\u00f3 reconeguda \u00e9s una eina \u00fatil, per\u00f2 no significa que qualsevol afirmaci\u00f3 ambiental sobre l\u2019establiment quedi autom\u00e0ticament justificada.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La imatge tamb\u00e9 comunica<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">El&nbsp;<em>greenwashing<\/em>&nbsp;no es produeix nom\u00e9s a trav\u00e9s de les paraules.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S\u00edmbols, fulles verdes, arbres, planetes, icones de reciclatge, logotips o altres recursos visuals tamb\u00e9 poden generar en el consumidor una determinada percepci\u00f3 ambiental.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aquests elements no estan prohibits, per\u00f2&nbsp;<strong>el conjunt del missatge comercial no pot transmetre unes caracter\u00edstiques ambientals que l\u2019empresa no pugui justificar<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Qu\u00e8 conv\u00e9 revisar abans del 27 de setembre?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9s recomanable fer una revisi\u00f3 preventiva de tota la comunicaci\u00f3 comercial, especialment de:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Web i motor de reserves.<\/li>\n\n\n\n<li>Xarxes socials.<\/li>\n\n\n\n<li>Perfils en plataformes i portals de reserves.<\/li>\n\n\n\n<li>Cartes i men\u00fas.<\/li>\n\n\n\n<li>Cartelleria de l\u2019establiment.<\/li>\n\n\n\n<li>Fullets i material promocional.<\/li>\n\n\n\n<li>Segells i distintius ambientals.<\/li>\n\n\n\n<li>Packaging.<\/li>\n\n\n\n<li>Informaci\u00f3 sobre consum energ\u00e8tic i energies renovables.<\/li>\n\n\n\n<li>Informaci\u00f3 sobre residus i economia circular.<\/li>\n\n\n\n<li>Afirmacions sobre CO\u2082 i compensaci\u00f3 d\u2019emissions.<\/li>\n\n\n\n<li>Expressions com \u201ceco\u201d, \u201cverd\u201d, \u201csostenible\u201d, \u201ckm 0\u201d, \u201cproximitat\u201d o \u201cresidu zero\u201d.<\/li>\n\n\n\n<li>Compromisos ambientals de futur.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Tamb\u00e9 conv\u00e9 revisar les afirmacions ambientals facilitades pels prove\u00efdors abans de reproduir-les com a pr\u00f2pies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comunicar menys? No. Comunicar millor<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La sostenibilitat es podr\u00e0 continuar comunicant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un restaurant que treballa amb productors del territori pot explicar-ho. Un establiment que ha redu\u00eft significativament els seus consums tamb\u00e9. Una empresa que aplica mesures concretes per reduir l\u2019impacte de la seva activitat ha de poder posar-ho en valor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La difer\u00e8ncia \u00e9s que, a partir d\u2019ara, ser\u00e0 cada vegada m\u00e9s important substituir els grans conceptes gen\u00e8rics per&nbsp;<strong>informaci\u00f3 concreta, comprensible i acreditable<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En resum:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Menys esl\u00f2gans. M\u00e9s dades. M\u00e9s transpar\u00e8ncia i m\u00e9s credibilitat.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La idea principal \u00e9s clara: si fem una afirmaci\u00f3 ambiental, l\u2019hem de poder justificar amb dades i documentaci\u00f3.<br \/>\nExpressions com \u201csom sostenibles\u201d, \u201crestaurant eco\u201d, \u201ccarboni neutre\u201d o \u201czero emissions\u201d no s\u2019haurien d\u2019utilitzar de manera gen\u00e8rica si no es poden acreditar.<\/p>\n","protected":false},"author":1,"featured_media":3826,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27,28],"tags":[],"class_list":["post-3825","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-info","category-normativas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A partir del 27 de setembre de 2026 canvien les regles sobre com es comunica la sostenibilitat. - Forum Calafell<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/forumcalafell.com\/a-partir-del-27-de-setembre-de-2026-canvien-les-regles-sobre-com-es-comunica-la-sostenibilitat\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A partir del 27 de setembre de 2026 canvien les regles sobre com es comunica la sostenibilitat. - Forum Calafell\" \/>\n<meta property=\"og:description\" content=\"La idea principal \u00e9s clara: si fem una afirmaci\u00f3 ambiental, l\u2019hem de poder justificar amb dades i documentaci\u00f3. 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