Substantiating Green Claims

Substantiating Green Claims

With more and more brands looking to market their products and services as environmentally friendly, regulators are tightening the rules on substantiating green claims.

As the world scrambles to respond to the climate crisis, consumers are increasingly looking for products and services that are “environmentally friendly” or “sustainable”. Naturally, brands are also looking to demonstrate their environmental credentials.

Navigating this space can be difficult for agencies, and regulators are stepping up their efforts to establish a common framework for substantiating environmental claims, to ensure consumers are well-informed in their decisions. At EACA we are closely following the European Commission’s initiative on green claims, for which you can find our latest Policy Brief here.


European Commission Environmental Claims Proposal
Global Industry Guidance on Environmental Claims
EACA Feedback on the Environmental Claims Proposal
EACA Policy Brief: Substantiating Green Claims in Advertising
European Commission Green Claims Directive Proposal
EACA Feedback on the E.C. Green Claims Directive Proposal