Greenwashing is receiving increasing attention as many “green” claims sound convincing but are not supported by data, have unclear boundaries, or have not been independently verified. At the global level, market watchdogs and regulators are pushing companies to make environmental claims more accountable. The European Commission, for example, has reported that 53% of green claims are potentially vague, misleading, or unfounded, while 40% lack supporting evidence, and many environmental labels have weak or no verification. To allow companies to continue promoting their environmental efforts without creating reputational risks, the key is to make claims that are specific, measurable, and ready to be verified.
Why Is Greenwashing a Risk Today?
In the past, claims such as “environmentally friendly” were often treated as ordinary marketing messages. Today, public expectations have changed. Consumers, customers, and investors increasingly demand evidence.
This tightening trend can be seen in various cases where advertisements have been considered misleading because their environmental claims were not sufficiently supported.
In the United Kingdom, for example, the ASA (Advertising Standards Authority) has repeatedly banned advertisements containing overclaims, such as “more environmentally friendly” or “very low emissions,” when the supporting evidence was inadequate or when the wording created a misleading impression.
This means greenwashing is not simply an issue of wording. It is an issue of trust and business risk, including complaints, public corrections, campaign cancellations, and barriers in B2B sales when buyers request supporting data and verification.
What Is Greenwashing and What Are Common Examples?
Simply put, greenwashing occurs when an environmental claim makes a product or company appear more environmentally responsible than it actually is. This may happen because the claim is too general, selectively presents favorable data, or is not supported by evidence that can be independently tested.
Below are several common examples, including claims related to “low carbon”:
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- Low-carbon claims without figures or verification
Example: “Our product is low carbon” or “we reduce carbon emissions,” but there are no valid calculation results, no comparison year, and no clear methodology.Another example is a claim such as “emissions have been reduced by 30%,” without explaining what the 30% is being compared with, which parts of the process were included, or whether the result has been independently verified.
- Low-carbon claims without figures or verification
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- Carbon reduction claims that include figures but have a very limited scope
“`Example: a company states that it has “reduced emissions by 25%,” but the calculation only covers office electricity consumption, while emissions from production, logistics, or raw materials are excluded. The figure may appear significant, but it does not represent the full picture.
- Carbon reduction claims that include figures but have a very limited scope
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- “Carbon neutral” claims that rely heavily on offsets without sufficient explanation
“`Example: a company claims that a product or operation is “carbon neutral” but does not explain which emissions were included, whether direct emission reductions were implemented first, or the quality and limitations of the carbon offsets used. Without transparency, such claims can easily be perceived as misleading.
- “Carbon neutral” claims that rely heavily on offsets without sufficient explanation
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- Absolute claims that are difficult to prove
“`Examples include “100% eco-friendly,” “zero pollution,” or “no environmental impact.” Absolute claims require a very high level of evidence and can create problems because they are often unrealistic when considering all stages of a product’s life cycle.
- Absolute claims that are difficult to prove
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- Green visuals that create the impression of certification when no certification exists
“`Examples include internally created “eco-certified” logos, labels designed to resemble official certification marks, or the use of the word “verified” without identifying the verifier or explaining what has actually been verified.
How to Make Environmental Claims Safer and Avoid Greenwashing
A safe environmental claim does not need to sound overly technical or rigid. In fact, a well-structured claim can make a message more credible. The principle is simple: be clear, honest, and evidence-based.
Guidelines such as those issued by the UK CMA emphasize that environmental claims should be accurate, clear, should not hide important information, should use fair comparisons, should consider the product life cycle where relevant, and should be supported by evidence.
Below are practical steps that can be applied directly by marketing and sustainability teams:
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- Turn general claims into specific claims
Instead of saying “environmentally friendly,” write something more specific, such as “reduced electricity consumption by X% at Facility A in 2025 compared with 2024.” Specific claims are easier to prove and easier for audiences to understand.
- Turn general claims into specific claims
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- Always include four elements: figures, baseline, period, and boundaries
“`If you state that the company has “reduced emissions by 20%,” make sure the claim clearly explains the numerical result, the baseline used for comparison, the reporting period, and the scope or boundaries of the calculation.
- Always include four elements: figures, baseline, period, and boundaries
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- Prepare proper supporting evidence before launching the campaign
“`At a minimum, prepare the data sources, such as electricity bills, fuel consumption records, production data, and logistics distances, as well as the assumptions, emission factors, and a summary of the calculation methodology.This is important so that the claim can be properly explained when questioned by buyers, auditors, or other stakeholders.
- Prepare proper supporting evidence before launching the campaign
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- Use recognized methodologies for product carbon footprint claims
“`If you make claims about the carbon footprint of a product, one commonly referenced standard is ISO 14067 for the quantification and reporting of a product’s carbon footprint.It is not always necessary to display the name of the standard prominently in promotional materials, but the calculation process should ideally follow a framework that can be independently reviewed and tested. Carbon consultants such as Actia can assist companies with this process.
- Use recognized methodologies for product carbon footprint claims
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- If the claim has not yet been verified, state its status honestly
“`Companies should avoid presenting internal calculations as independently verified results when verification has not yet been completed. Clearly communicating the verification status helps maintain transparency and reduces the risk of misleading stakeholders.
To avoid greenwashing, make sure that every emission reduction claim is based on reliable data and is ready to be verified.
If required, we can assist your company with the calculation and verification process for emission reduction claims. For other sustainability-related support, please feel free to contact us at any time. Click here!