JoostTeam

Apple is now calling its MacBook laptops “the world’s greenest lineup of notebooks” instead of “the world’s greenest family of notebooks” in response to a recommendation by the Better Business Bureau’s advertising division.

A MacBook page on Apple.com shows the revised wording “the world’s greenest lineup of notebooks.”

The division came to the recommendation after rival computer maker Dell challenged Apple’s MacBook marketing, which refers, among other things, to the devices’ energy usage, packaging and recyclable components.

Dell’s complaints, according to a report published by the Bureau’s National Advertising Division, include Apple’s reference to its gold ratings by the Electronic Product Environmental Assessment Tool, or EPEAT — ratings Dell said it and other PC makers have also received.

Apple, in its response, focused on the division’s conclusion about its use of EPEAT ratings. “Apple thanks the NAD for confirming that its MacBooks, as compared to all of the notebooks made by any given manufacturer, are the world’s greenest notebook computers,” it said in a statement. Apple statement adds: “Apple believes that in its advertising the term ‘family’ clearly refers to all of its notebook computers, rather than a particular notebook model or group of models. In the interest of the self-regulatory process, however, Apple will replace the word “family” with an alternate word that effectively communicates that its ‘World’s Greenest’ claim pertains to all of Apple’s notebooks.” Dell also thanked NAD for its review. Last summer Dell stopped using the tagline “World’s Most Secure Notebooks” on a complaint by Lenovo to the NAD, after Dell got the Chinese PC maker to stop calling its line the “World’s Best-Engineered PCs.”

Via WSJ