{"id":3517,"date":"2025-10-08T14:04:10","date_gmt":"2025-10-08T14:04:10","guid":{"rendered":"https:\/\/reverterindustries.com\/about-us\/greenwashing\/"},"modified":"2025-10-10T09:59:21","modified_gmt":"2025-10-10T09:59:21","slug":"greenwashing","status":"publish","type":"post","link":"https:\/\/reverterindustries.com\/en\/sostenibilidad-en\/greenwashing\/","title":{"rendered":"Greenwashing: what it is, examples, and how to avoid it"},"content":{"rendered":"<p data-start=\"234\" data-end=\"532\">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.<\/p>\n<h2 data-start=\"567\" data-end=\"611\">What is Greenwashing?<\/h2>\n<p data-start=\"612\" data-end=\"994\">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. <span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.un.org\/en\/climatechange\/science\/climate-issues\/greenwashing?utm_source=chatgpt.com\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between absolute\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">United Nations &#8211; Greenwashing<\/span><\/span><\/span><\/a><\/span><\/span><\/p>\n<blockquote>\n<p data-start=\"996\" data-end=\"1067\">Environmental pledges: truthful, specific, and verifiable.<\/p>\n<\/blockquote>\n<hr data-start=\"1069\" data-end=\"1072\" \/>\n<h2 data-start=\"1074\" data-end=\"1129\">Greenwashing vs. responsible communication<\/h2>\n<ul data-start=\"1130\" data-end=\"1736\">\n<li data-start=\"1130\" data-end=\"1399\">\n<p data-start=\"1132\" data-end=\"1399\"><strong>Greenwashing:<\/strong> generic expressions (\u2018eco\u2019, \u2018planet-friendly\u2019), unverified labels, or \u2018carbon neutrality\u2019 without transparent methodology. Regulators consider them misleading if there is no accessible evidence. <span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.gov.uk\/government\/publications\/green-claims-code-making-environmental-claims\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">Green claims code: making environmental claims<\/span><\/span><\/span><\/a><\/span><\/span><\/p>\n<\/li>\n<li data-start=\"1400\" data-end=\"1736\">\n<p data-start=\"1402\" data-end=\"1736\"><strong>Communicate well:<\/strong> state specific facts backed up by verifiable evidence (e.g., \u201850% recycled PET, X certification, public technical report\u2019). ISO 14021 regulates environmental self-declared claims: permitted terms, how to justify them and how to verify them. <span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.iso.org\/standard\/66652.html\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">iso.org<\/span><\/span><\/span><\/a><\/span><\/span><\/p>\n<\/li>\n<\/ul>\n<hr data-start=\"1738\" data-end=\"1741\" \/>\n<h2 data-start=\"1743\" data-end=\"1797\">Examples of Greenwashing<\/h2>\n<ol data-start=\"1798\" data-end=\"2448\">\n<li data-start=\"1798\" data-end=\"1968\">\n<p data-start=\"1801\" data-end=\"1968\"><strong>Empty terms:<\/strong> \u2018100% green\u2019, \u2018planet-friendly\u2019 without data, methodology or scope (product, packaging, logistics).<\/p>\n<\/li>\n<li data-start=\"1969\" data-end=\"2120\">\n<p data-start=\"1972\" data-end=\"2120\"><strong>Fictitious or unclear labels:<\/strong> leaf or \u2018eco\u2019 icons without an accrediting body or public criteria.<\/p>\n<\/li>\n<li data-start=\"2121\" data-end=\"2288\">\n<p data-start=\"2124\" data-end=\"2288\"><strong>Opaque compensation:<\/strong> promising \u2018zero emissions\u2019 without detailing calculations, scope limits, and independent verification. <span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.europarl.europa.eu\/thinktank\/en\/document\/EPRS_BRI%282023%29753958\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">&#8216;Green claims&#8217; directive: Protecting consumers from greenwashing<\/span><\/span><\/span><\/a><\/span><\/span><\/p>\n<\/li>\n<li data-start=\"2289\" data-end=\"2448\">\n<p data-start=\"2292\" data-end=\"2448\"><strong>Significant omissions:<\/strong> highlighting \u2018recyclable\u2019 when there is no local infrastructure to recycle it in practice.<\/p>\n<\/li>\n<\/ol>\n<blockquote>\n<p data-start=\"2450\" data-end=\"2521\">\u2018If you can&#8217;t prove it and explain it, it&#8217;s not a good claim.\u2019<\/p>\n<\/blockquote>\n<hr data-start=\"2523\" data-end=\"2526\" \/>\n<h2 data-start=\"2528\" data-end=\"2573\">Regulations and standards you should be aware of<\/h2>\n<ul data-start=\"2574\" data-end=\"3705\">\n<li data-start=\"2574\" data-end=\"2839\">\n<p data-start=\"2576\" data-end=\"2839\"><strong>EU \u2014 Directive (EU) 2024\/825<\/strong> (Empowering Consumers): prohibits unsubstantiated generic environmental claims, unverified labels and misleading comparisons. Member States must implement it by 2026. <span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/eur-lex.europa.eu\/eli\/dir\/2024\/825\/oj\/eng\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">DIRECTIVE (EU) 2024\/825 OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL<\/span><\/span><\/span><\/a><\/span><\/span><\/p>\n<\/li>\n<li data-start=\"2840\" data-end=\"3050\">\n<p data-start=\"2842\" data-end=\"3050\"><strong>EU \u2014 Green Claims Initiative:<\/strong> proposal (under development) to require verifiable evidence and common methods when substantiating claims; monitoring and official status. <span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/environment.ec.europa.eu\/topics\/circular-economy\/green-claims_en\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between absolute\"><span class=\"-me-1 flex h-full items-center rounded-full px-1 text-[#8F8F8F]\">Green claims<\/span><\/span><\/span><\/a><\/span><\/span><\/p>\n<\/li>\n<li data-start=\"3051\" data-end=\"3240\">\n<p data-start=\"3053\" data-end=\"3240\"><strong>USA \u2014 FTC Green Guides:<\/strong> principles of truthful advertising for terms such as \u2018recyclable\u2019, \u2018biodegradable\u2019, \u201ccompostable\u201d or \u2018neutrality\u2019. <span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.ftc.gov\/news-events\/topics\/truth-advertising\/green-guides\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">Federal Trade Commission &#8211; Green Guides<\/span><\/span><\/span><\/a><\/span><\/span><\/p>\n<\/li>\n<li data-start=\"3241\" data-end=\"3420\">\n<p data-start=\"3243\" data-end=\"3420\"><strong>United Kingdom \u2014 CMA Green Claims Code<\/strong>: 6 principles (truthful, clear, no omissions, fair comparisons, life cycle and evidence). <span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.gov.uk\/government\/publications\/green-claims-code-making-environmental-claims\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">Green claims code: making environmental claims<\/span><\/span><\/span><\/a><\/span><\/span><\/p>\n<\/li>\n<li data-start=\"3421\" data-end=\"3559\">\n<p data-start=\"3423\" data-end=\"3559\"><strong>ISO 14021:<\/strong> rules for self-declared claims (type II), terms, symbols and verification. <span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.iso.org\/standard\/66652.html\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">iso.org<\/span><\/span><\/span><\/a><\/span><\/span><\/p>\n<\/li>\n<li data-start=\"3560\" data-end=\"3705\">\n<p data-start=\"3562\" data-end=\"3705\"><strong>OECD (2025):<\/strong> Overview of misleading claims in the green transition and policy recommendations. <span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.oecd.org\/en\/publications\/protecting-and-empowering-consumers-in-the-green-transition_12f28e4f-en.html\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">OECD<\/span><\/span><\/span><\/a><\/span><\/span><\/p>\n<\/li>\n<\/ul>\n<hr data-start=\"3847\" data-end=\"3850\" \/>\n<h2 data-start=\"3852\" data-end=\"3903\">How to avoid greenwashing (practical checklist)<\/h2>\n<ol data-start=\"3904\" data-end=\"4783\">\n<li data-start=\"3904\" data-end=\"4020\">\n<p data-start=\"3907\" data-end=\"4020\"><strong>Define the scope:<\/strong> specify whether the claim applies to the product, packaging, operations or brand.<\/p>\n<\/li>\n<li data-start=\"4021\" data-end=\"4183\">\n<p data-start=\"4024\" data-end=\"4183\"><strong>Quantify and test:<\/strong> measurable data (LCA, % recycled, actual CO\u2082 reduction) and internal\/external verification. <span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.ftc.gov\/business-guidance\/advertising-marketing\/environmental-marketing\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">Federal Trade Commission<\/span><\/span><\/span><\/a><\/span><\/span><\/p>\n<\/li>\n<li data-start=\"4184\" data-end=\"4375\">\n<p data-start=\"4187\" data-end=\"4375\"><strong>Be specific:<\/strong> replace generic terms with figures, dates, standards and coverage (\u2018from 2024, +32% recycled content (EN ISO XXXX), audited\u2019). <span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.ftc.gov\/news-events\/topics\/truth-advertising\/green-guides\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">Federal Trade Commission<\/span><\/span><\/span><\/a><\/span><\/span><\/p>\n<\/li>\n<li data-start=\"4376\" data-end=\"4529\">\n<p data-start=\"4379\" data-end=\"4529\"><strong>Standards cited:<\/strong> links to <strong>ISO 14021, FTC Green Guides, CMA or EU 2024\/825<\/strong> depending on the market.<\/p>\n<\/li>\n<li data-start=\"4530\" data-end=\"4637\">\n<p data-start=\"4533\" data-end=\"4637\"><strong>Make it understandable:<\/strong> create an evidence page with a clear summary and downloadable documents.<\/p>\n<\/li>\n<li data-start=\"4638\" data-end=\"4783\">\n<p data-start=\"4641\" data-end=\"4783\"><strong>Review regularly:<\/strong> claims change if raw materials, processes or legal coverage change. <span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.oecd.org\/en\/publications\/protecting-and-empowering-consumers-in-the-green-transition_12f28e4f-en.html\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">OECD<\/span><\/span><\/span><\/a><\/span><\/span><\/p>\n<\/li>\n<\/ol>\n<blockquote>\n<p data-start=\"4785\" data-end=\"4847\">\u201cTransparency, method and continuous updating.\u201d<\/p>\n<\/blockquote>\n<h2 data-start=\"341\" data-end=\"354\">Conclusion<\/h2>\n<p>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.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Descubre las principales diferencias entre criba vibratoria y criba rotativa (trommel): dise\u00f1o, funcionamiento, aplicaciones industriales y cu\u00e1l elegir seg\u00fan tu proceso.<\/p>\n","protected":false},"author":3,"featured_media":3513,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58],"tags":[],"class_list":["post-3517","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sostenibilidad-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Greenwashing: what it is, examples, and how to avoid it - Reverter Industries<\/title>\n<meta name=\"description\" content=\"Discover what greenwashing is, examples and key rules to avoid it. 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