Toshiba has dropped the idea of running a 'National No prtint Day' in the US, following a backlash from the paper and printing industry.
International printing and paper lobby group Two Sides accused Toshiba of 'greenwashing' following the company's announcement to declare October 23, 2012, as 'National No-Print Day'.
Toshiba's plan was to "raise awareness of the impact printing has on our planet" and of "the role of paper in the workplace."
The campaign was backed up by a number of "contentious and unsourced claims designed to support this ill-conceived initiative", according to a statement from Two Sides.
The idea turned into a PR disaster for Toshiba as its own environmental credentials came under scrutiny.
Toshiba has since disabled the campaign website.
A Two Sides spokesperson told OPI that Toshiba's idea had been "daft" and now hopes that other companies will "think twice" before using "misguided" environmental claims in their marketing messages.
"Greenwashing is an unfortunate and growing phenomenon as marketing departments jump on the sustainability bandwagon," Two Sides said.
