Green claims.
You work hard to make safe, healthy and more sustainable products. You want to show that, of course! But how do you make sure your packaging and product texts are compliant?
There are plenty of developments in the field of green claims, also known as sustainability claims. Many companies unintentionally run afoul of those rules and receive comments from the Advertising Code Committee or Foodwatch about the misleading nature of their sustainability claims.
We help you make sustainability communications transparent and responsible. We review texts and claims, working together to ensure that your texts are within the rules.
What can we help our clients with?
- Assessing claims for sustainability, environment, packaging, animal welfare
- Prepare substantiation for claims
- Audit claims on ACM guideline
- Preventing deception
Our approach.
In response to your inquiry, one of our consultants will contact you. We will then look together at your specific needs for assistance with your sustainability claims on product or packaging.
Whether it's to substantiate your sustainability story, an audit of an existing claim or you want regular sparring about the potential sustainability claims for your product or packaging, our experienced consultants are always ready to help.
Frequently asked questions.
In 2024, specific legislation was introduced in the European Union for sustainability claims. The existing Directive 2005/29 was thus amended by Directive 2024/825. It now includes clear rules regarding green claims, something previously missing from the directive.
Soon there will also be a new Green Claims Directive at the European level. This directive sets stricter requirements for substantiating explicit environmental claims. In the Netherlands, the Authority Consumer & Market (ACM) oversees compliance with these rules. Companies that do not meet the requirements risk a fine. The ACM has a guideline for sustainability claims that they also use in enforcement.
Yes, this is allowed, as long as you meet the requirements for comparative claims. It is important that the products being compared serve the same function or need. In addition, the same (calculation) methods must be used for a fair comparison. Furthermore, the comparison must be specific and must indicate a significant sustainability advantage of the product.
A generic green claim is a general claim that contains few specific details. Think of terms such as "environmentally friendly," "green," "climate-friendly," and "ecological. Such claims are broad and leave open what exactly the sustainability benefits are.
Explicit sustainability claims, on the other hand, are concrete and describe exactly what sustainability benefit the product provides. They clearly state in what ways the product is better for people, animals or the environment.
The ACM's guideline for sustainability claims contains 5 basic rules of thumb that sustainability claims must comply with. These rules of thumb apply to sustainability claims for both food and non-food products. The 5 rules of thumb are summarized as follows:
- Use accurate, clear, specific and complete sustainability claims.
- Substantiate sustainability claims with facts and keep them current.
- Make honest comparisons with other products or competitors.
- Describe future sustainability ambitions in concrete and measurable terms.
- Make sure visual claims and labels are helpful to consumers and not confusing. For a more detailed description of rules of thumb, always refer to the ACM's guidance document.
Please note that the ACM states that the guidance does not cover the interpretation of European legislation on specific products.
Need help with safe & fair products?
Our professionals will be happy to help you!