Sustainability communication: The right way to deal with the new EU directives on green claims

Learn 5 practical tips for dealing with the new EU directives on green claims.

Valuable insights and practical advice on how to communicate environmental claims correctly and legally in line with the latest EU directives to avoid misunderstandings and increase consumer confidence.

Nadine Hofer

25. June 2024

Sustainability

Tip 1: Always think from the consumer's perspective

Change your perspective: The decisive factor for the legal assessment is how the average consumer understands your message.
Remember: If a legal dispute arises, the judges are your consumers

Tip 2: Clear and precise messages

Describe the environmental performance in concrete terms – with understandable explanations and clear definitions. Don’t just address environmental awareness in general terms.
Example: If you use the claim ‘Biodegradable’, you should explain exactly what is meant by this.

Tip 3: Evidence, evidence, evidence

Base statements on environmental benefits on solid and verifiable evidence, preferably also scientifically sound evidence.
Avoid exaggerations or even inaccurate statements – and don’t forget to update your public statements when relevant changes occur.

Tip 4: A realistic view of the future

Statements that refer to the future must be realistic and achievable. ‘Emission-free by 2030’ without further explanation is too vague, for example.
Only make statements about the future for which you already have a concrete plan and describe it.

Tip 5: Be careful with sustainability seals

Only use seals that are based on a certification system or are awarded by government bodies – not your own creations.
A label must also be immediately understandable: Who awards the label? What exactly does it refer to? What does it stand for?

General recommendations

Be careful when emphasising ecological characteristics.
Consider advertising material and environmental claims as a whole.
Ensure that claimed progress in environmental protection is measurable and verifiable:
- Only make environmental claims that are actually true and verifiable
- Avoid vague, ambiguous or unspecific environmental claims
Keep an eye on legislation – and adjust claims if necessary.
Provide training for your teams.