Chemical-free steel frame claims untruthful
Claims in promotional literature implying that galvanised steel framing is free of chemicals, have been questioned by some in the timber industry. The message appears to be that thin gauge steel products are durable without the need for protective coatings or additional preservatives.
According to Bill Hayward, New Zealand marketing manager for Carter Holt Harvey, Australasia’s largest wood products company, claims that steel framing is chemical free need to be qualified by context and, like all advertising, must not mislead builders and the public.
Steel treated for rust protection
Bill says that some promotional literature and websites for steel framing make claims such as ‘no toxic chemicals are used to treat steel, unlike the treatment of timber’ (Scottsdale Construction Systems, www.scottsdale.co.nz). However, the reality is somewhat different.
“Galvanizing is a chemical treatment where the reactive metal zinc is applied to the exposed surface of steel products to provide corrosion protection to the steel. Depending on the environment, this coating erodes from the surface over time unless painted or protected.
“What may be less well known is that after the manufacturing of galvanized steel coil (from which steel framing is formed), hexavalent chromium compound is applied. This additional chromate coating (usually applied by spraying) acts to protect the zinc layer from ‘white rust’ corrosion while stored in rolled form.
Without the chromium coating, the steel may become discoloured and it is almost impossible to restore the finish to the original shiny metallic appearance.
Environmental vigilance
Bill believes that manufacturers are placing an increasing focus on environmental attributes in order to attract people to use their products.
Over the last decade or so, the interest in the environmental credentials of products has increased, and with that interest comes a greater level of regulatory and competitor scrutiny of the claims being made.
“There is a long standing obligation in consumer protection law that advertising claims be accurate and avoid misleading and ambiguous statements”, says Bill.
“Generalized claims of environmental benefit are not appropriate where they could mislead. Specific claims must be backed up with scientific evidence.
“I think that all manufacturers in the building industry have a duty to recognize this when claims are made in promotional material about issues such as chemical usage, or the lack of it.
“The timber industry has successfully used preservative treatments for many years. This is well known and manufacturers don’t make a secret of it. The issue here is not about the use of chemicals in steel framing to prevent rust or for other purposes, it’s about being clear and upfront about it.”