February 8, 2007 | Read Time: 2 minutes
The famous red-and-white logo of the American Red Cross will soon adorn the labels of Clorox products as part of a marketing relationship that is expected to net the charity as much as $1-million.
But the arrangement, which has been approved by the Environmental Protection Agency, is drawing criticism from an environmental group that says the labels will give consumers less reason to question the safety of household chemicals that could harm the environment.
The Red Cross, however, says the partnership extends a 30-year relationship with Clorox and will allow the charity to raise awareness for its disaster-preparedness training, infant and child CPR, and first-aid programs. (In addition to a $1-million donation to the Red Cross from Clorox, the arrangement also includes promotion of the Red Cross on a Clorox-sponsored Nascar race car and the inclusion of a booklet co-sponsored by the Red Cross and Clorox on emergency planning in two newsstand magazines.)
The EPA, which regulates the content on chemical-product labels to ensure that they offer consumers clear instructions for safe use, last year rejected a request by Clorox and the Red Cross to include the charity’s logo on its labels. But it later reversed that ruling after the Red Cross agreed to add a disclaimer to the label stating that it does not endorse Clorox products. In October, the federal agency approved the use of the logo on the labels of five Clorox products, including its disinfecting bleach and disinfecting wipes.
The EPA also approved the use of the phrases “Dedicated to a healthier world” and “Help Clorox raise $1M for the Red Cross” to accompany the charity’s logo.
Public Employees for Environmental Responsibility, a Washington watchdog group made up largely of government workers, says the EPA’s decision opens the door for similar relationships between charities and companies that sell chemical products, relationships that undercut efforts by its organization and others to show that chemicals can be environmentally dangerous. The group says the EPA is turning consumers’ attention away from safety and devoting too much effort to approving marketing deals when it should be focused on environmental issues.
“Our concern isn’t with corporate tie-ins with charities,” says Jeff Ruch, the environmental group’s executive director. “If Clorox wanted to advertise on TV or radio, there would be no concern. Our concern is using space on this heavily regulated label for information that doesn’t have to do with safety or proper use.”
Kara Bunte, a Red Cross spokeswoman, defended the marketing arrangement, saying the charity’s logo on Clorox products will encourage customer safety, not distract from it.
In addition to the logo, the Clorox labels will include instructions for how bleach can be used during disasters to disinfect drinking water, surfaces, and laundry, Ms. Bunte said in an e-mail message. “In this way, we are leveraging cause-marketing techniques to educate and prepare the public, as well as financial support to enable us to accomplish our life-saving mission.”
