Vague sustainability claims cost you credibility and, from 2026, are even legally risky. The European Green Claims Directive bans unproven green marketing and forces brands to substantiate their claims. On this page we explain exactly what greenwashing is, how to spot it at suppliers, and how to communicate in a way that both auditors and consumers believe.
What is greenwashing?
Greenwashing is a sustainability claim without substantiation. It can be deliberate deception (“100% eco” on a product without certification) or unintentional exaggeration (a salesperson often says what the customer wants to hear without knowing the supply chain). From 2026, greenwashing in the EU is legally punishable under the Green Claims Directive and the new legislation against misleading consumer information.
The seven sins of greenwashing
- Hidden trade-off: an “energy-efficient” LED bulb containing toxic mercury.
- No proof: “eco-friendly” without a certificate or test report.
- Vagueness: “natural” or “green” without a definition.
- Irrelevance: “CFC-free” when CFCs have been banned for 30 years.
- Lesser of two evils: “organic cigarettes” (still harmful).
- Fibbing: false certification labels or old, expired declarations.
- Worshipping false labels: self-invented labels that do not exist.
Warning signs at a supplier
- No concrete certificate number or licence code.
- Reference to a label without a link to the register.
- A “green” claim on a general product page without specific substantiation.
- Refusal to supply a transaction certificate in the name of your order.
- Vague claims about origin (“produced in Europe” without naming the country).
- No material passport showing the recycled percentage.
- A carbon neutral claim without a source document or project reference.
The EU Green Claims Directive in brief
The directive requires companies to substantiate green claims scientifically before making them public. Only officially recognised labels (for example the EU Ecolabel, FSC, GOTS, GRS) are permitted as a standalone claim. Self-declarations such as “eco-friendly” or “sustainable” must be replaced by concrete data. From 2026, fines can reach up to 4% of annual turnover for major offenders.
Communicating honestly: 5 principles
- Be specific: replace “sustainable” with “made from 100% GRS-certified RPET”.
- Show the source: link to the certificate register (for example the GOTS database or the FSC Trademark Portal).
- Limit the claim to what you measure: if only the material is sustainable, say that, not that the whole product is.
- Avoid absolute terms: “100% carbon neutral” or “completely green” without specification.
- Be transparent about your improvement journey: “we are working towards Fair Wear certification, expected in 2027” is stronger than a vague claim.
Examples: wrong versus right
| Wrong (greenwashing) | Right (evidence-based) |
|---|---|
| “Eco-friendly backpack” | “Made from 100% GRS-certified RPET, saves 4 kg CO2 per backpack” |
| “Green cotton” | “GOTS organic cotton, licence CU 123456” |
| “Carbon neutral” | “CO2 reduced through local production, residual emissions offset via a Gold Standard wind project in Turkey” |
| “Natural material” | “100% Portuguese organic cotton, GOTS certified, no blended fabric” |
| “Sustainable gift” | “3 to 5 years of use, recyclable through our circular take-back programme” |
Do your own greenwashing check
- Can the supplier provide the transaction certificate in the name of your order?
- Can the certificate number be found in the public register?
- Is the claim limited to the certified component (material versus the whole product)?
- Are the terms used concrete and measurable?
- Are absolute terms avoided where a more nuanced one fits better?
Frequently asked questions about greenwashing
Can I still write “eco-friendly”?
Only if you have concrete substantiation and link the term specifically to a certificate or a measurable property. Otherwise, replace it with a specific claim.
What is the penalty for greenwashing?
From 2026, up to 4% of annual turnover for large companies under the EU Green Claims Directive. National legislation (in Belgium via the FPS Economy) can impose additional fines.
Can you help substantiate claims?
Yes. For every product in our sustainable range we supply documentation so that your marketing and compliance teams can communicate safely.
What if a supplier makes vague claims?
Ask for a concrete certificate, licence code and source data. If you do not get them, we remove the product from our recommendations.
Request your greenwashing check
Do you work with existing suppliers and want to be sure their claims are substantiated? We help with a compliance check and suggest alternatives where needed. Book a free compliance check.
