Harland M. Braun & Co.

Wherever we see consumer deception, we always see the dilution of culture and heritage. This is rampant in the leather industry - with fake imitations hiding behind brand names that trick consumers with their false narratives. It is time we call out consumer deception for what it is - a threat to our collective truth. Leather is a prime example - with vegan products masquerading as equivalent in value, durability, and longevity while having superior sustainability - it isn't surprising that leather is viewed so poorly. With money - anything is possible: and the petroleum companies convinced consumers, and governments well. Today, we are battling a sea of products online that provide mismatched descriptions, weird brand names, and unclear labels. With governments active in all areas of our lives, labeling and protecting consumers against deception feel like an afterthought. With a bit of research, I was able to find some hope. The International Council of Tanners has a complete labeling legislation database focused on the correct labeling and description of leather as outlined by global governments. With over 16 governing bodies identified, there exist policies around the world that protect both the leather market and consumer deception. Without a doubt, Europe has led the way in standing up against consumer deception while protecting its heritage and culture. Just last year, Italy led the way with its cultivated meat ban, stating no synthetic meat can be sold or bought in the country. And in 1994 (updated in 2013), the European Union standardized footwear labels, requiring a clear description of the materials of the 3 main parts of footwear (upper, lining/insole, and outer sole). These examples are encouraging and show tangible progress that governments do recognize and value leather as a traditional yet sustainable material that should be protected. However, upon a closer look, it is obvious that these lists also represent the disparity between what is written and our reality. Very few governments have placed actionable offenses tied to these policies, and enforceability is a struggle if it exists at all. Italy already has begun to battle against the postponement of its ban, as it is subject to procedures that regulate the EU's single market. Global legislation does not discuss brand names in detail, leaving an easy loophole for new products to disguise themselves under a cute name rather than their material makeup. Thankfully, our industry associations have made progress battling against these obstacles - but we need to move faster. If the masses knew how often they were being deceived, they would be in a complete uproar. It is time to lift our industry up together and educate global consumers - so that governments may act to protect our collective truth.