Green claims

What is a green claim?

A green claim is a statement a company makes about the environmental qualities of a product, service or its brand. These claims can cover aspects such as reduced CO2 emissions, the use of recycled materials, or the absence of toxic substances.

In marketing and e-commerce, green claims are increasingly used to meet growing consumer demand for sustainable products. However, they must be accurate, verifiable and compliant with regulations (such as the EU directive on environmental claims) to avoid greenwashing — a practice of misleading consumers about a product’s actual environmental qualities.