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Green Claims
Green Claims & Anti-Greenwashing
Emerging rules and enforcement actions are shaping how companies can make environmental claims in products, services, and communications, with increasing scrutiny on substantiation and clarity.
At a Glance
- The EU Green Claims Directive will require substantiation of environmental claims.
- Regulators are increasingly taking enforcement action against misleading green marketing.
- Companies need clear processes for reviewing and approving environmental claims.
- Net-zero and carbon neutral claims face particular scrutiny.
Key Principles
- Substantiation of claims with evidence
- Clear and specific language
- Avoidance of misleading impressions
- Third-party verification where appropriate
- Lifecycle perspective
What Companies Should Do Now
- 1Audit current environmental claims across marketing materials.
- 2Establish governance for approving sustainability communications.
- 3Ensure claims are specific, substantiated, and not misleading.
- 4Monitor regulatory developments and enforcement trends.
Scope
Environmental marketing claims and corporate sustainability communications
Official Resources
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