Sustainability is a hot topic. Companies like to show that they operate in an environmentally friendly way, and this translates to their marketing strategies as well. One of the ways companies are trying to reinforce their green image is through product media and corporate gifts presented as "sustainable.
Greenwashing is a marketing strategy in which companies present themselves as greener or more sustainable than they really are. Instead of making truly sustainable changes, they focus on cosmetic or superficial adjustments, often through slogans, packaging, or products that appear to be environmentally friendly choices but actually are not.
However, consumers, companies and also the government are becoming increasingly critical of sustainability. Greenwashing can therefore have legal consequences - in addition to reputational damage.
The German court recently ruled on the use of so-called "Green Claims. The trigger was an advertising slogan of the candy manufacturer Katjes, which had promoted its products with the label "climate neutral."
A green transition directive is under development in Europe to protect consumers. This directive should be in force across Europe by the end of 2026. It sets out four measures, namely a ban on "proprietary" sustainability labels, general environmental claims, environmental claims on parts of the product (rather than the whole product) and on advertising with offsets.
Specifically, this includes:
- Environmental claims must not be vague, misleading, unsubstantiated or false.
- Claims must be specific; statements such as "environmentally friendly" or "climate friendly" are too vague.
- Claims must be relevant and substantial over the entire life cycle of the product.
- Claims must be scientifically substantiated.
- Claims must be verified by external reviewers.
- Associated information about these claims should be communicated on the product itself or on the same medium.
- Environmental claims should be communicated in such a way that normal consumers understand them: no use of unclear technical terms!
- Further information on environmental claims should be easily accessible.
Source: PromZ magazine