Greenwashing – What Companies Should Consider

Environmental claims in marketing and product communication are under increasing regulatory and consumer scrutiny in both the EU and Switzerland. The EU Consumer Empowering Directive and the Green Claims Directive introduce stringent requirements for companies making environmental claims, ensuring transparency and preventing greenwashing. In Switzerland, the new Article 3 lit. x of the Unfair Competition Act (UCA) explicitly prohibits unsubstantiated climate-related statements.

The growing importance of green claims

With the increasing focus on sustainability, businesses are eager to communicate their environmental efforts. However, misleading claims – often called greenwashing – have led to stricter regulations aimed at protecting consumers and ensuring fair competition. The latest EU and Swiss regulations provide clear guidance on how companies can substantiate their green claims and avoid penalties.