The Danish Consumer Ombudsman very recently published new
recommendations relating to environmental marketing designed to
help businesses avoid greenwashing. The recommendations include an
update on the Consumer Ombudsman's practices, covering topics
such as responsibility, sustainability, and CO2
offsetting.
The recommendations incorporate relevant information on the
EU's amendment of the Unfair Commercial Practices (UCP)
Directive, which comes into effect on September 27, 2026, and
aims to combat misleading green claims. Finally, the
recommendations also provide a series of illustrative examples of
both legal and illegal marketing practices involving green
claims.
The new recommendations replace the Consumer Ombudsman's
quick guide for businesses on environmental marketing originally
published in 2021.
