Greenwashing And Sanctions Under Turkish Law

I. Introduction

The increasing effects of the global climate crisis, the spread of environmental awareness at the societal level, and consumers’ shift toward sustainable products and services have made environmental, social, and governance (ESG) criteria a fundamental competitive factor in the business world. This transformation in consumer and investor preferences is compelling companies to emphasize their environmental responsibilities and build a “green” brand image. However, this has also paved the way for the rapid spread of deceptive marketing strategies that exaggerate companies’ positive environmental actions or conceal their negative ones, a practice referred to in the literature as “Greenwashing” (Yeşil Aklama / Yeşil Yıkama). The concept was first introduced into the literature in 1986, when environmental activist Jay Westerveld criticized hotels for marketing towel reuse restrictions, implemented as a cost-saving measure, under an environmentalist narrative.