Does your brand communicate sustainability and do you want to do it right? In this article, I explain what greenwashing is, why it is a real risk, common examples, and how to avoid it with verifiable standards and best practices.
What is Greenwashing?
Greenwashing occurs when a company communicates exaggerated, vague, or unproven environmental benefits, misleading consumers. The United Nations describes it as tactics that divert attention from real climate action; the EU, the FTC (US), and the CMA (UK) address it with specific rules and guidelines. United Nations – Greenwashing
Environmental pledges: truthful, specific, and verifiable.
Greenwashing vs. responsible communication
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Greenwashing: generic expressions (‘eco’, ‘planet-friendly’), unverified labels, or ‘carbon neutrality’ without transparent methodology. Regulators consider them misleading if there is no accessible evidence. Green claims code: making environmental claims
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Communicate well: state specific facts backed up by verifiable evidence (e.g., ‘50% recycled PET, X certification, public technical report’). ISO 14021 regulates environmental self-declared claims: permitted terms, how to justify them and how to verify them. iso.org
Examples of Greenwashing
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Empty terms: ‘100% green’, ‘planet-friendly’ without data, methodology or scope (product, packaging, logistics).
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Fictitious or unclear labels: leaf or ‘eco’ icons without an accrediting body or public criteria.
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Opaque compensation: promising ‘zero emissions’ without detailing calculations, scope limits, and independent verification. ‘Green claims’ directive: Protecting consumers from greenwashing
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Significant omissions: highlighting ‘recyclable’ when there is no local infrastructure to recycle it in practice.
‘If you can’t prove it and explain it, it’s not a good claim.’
Regulations and standards you should be aware of
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EU — Directive (EU) 2024/825 (Empowering Consumers): prohibits unsubstantiated generic environmental claims, unverified labels and misleading comparisons. Member States must implement it by 2026. DIRECTIVE (EU) 2024/825 OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL
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EU — Green Claims Initiative: proposal (under development) to require verifiable evidence and common methods when substantiating claims; monitoring and official status. Green claims
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USA — FTC Green Guides: principles of truthful advertising for terms such as ‘recyclable’, ‘biodegradable’, “compostable” or ‘neutrality’. Federal Trade Commission – Green Guides
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United Kingdom — CMA Green Claims Code: 6 principles (truthful, clear, no omissions, fair comparisons, life cycle and evidence). Green claims code: making environmental claims
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ISO 14021: rules for self-declared claims (type II), terms, symbols and verification. iso.org
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OECD (2025): Overview of misleading claims in the green transition and policy recommendations. OECD
How to avoid greenwashing (practical checklist)
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Define the scope: specify whether the claim applies to the product, packaging, operations or brand.
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Quantify and test: measurable data (LCA, % recycled, actual CO₂ reduction) and internal/external verification. Federal Trade Commission
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Be specific: replace generic terms with figures, dates, standards and coverage (‘from 2024, +32% recycled content (EN ISO XXXX), audited’). Federal Trade Commission
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Standards cited: links to ISO 14021, FTC Green Guides, CMA or EU 2024/825 depending on the market.
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Make it understandable: create an evidence page with a clear summary and downloadable documents.
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Review regularly: claims change if raw materials, processes or legal coverage change. OECD
“Transparency, method and continuous updating.”
Conclusion
Greenwashing undermines trust and exposes companies to legal risks. The solution is well known: solid data, recognised methodologies and transparent communication. If each claim answers the questions of what it promises, how it was measured, who verified it and where it can be seen, you will be in line with regulatory expectations and those of your customers.
