Greenwashing
Making misleading or unsubstantiated environmental claims about products or packaging to appear more sustainable than is actually the case. Increasingly subject to regulatory enforcement and consumer law.
Greenwashing is the practice of making misleading, vague, or unsubstantiated claims about the environmental credentials of products or packaging. It undermines genuine sustainability efforts and is increasingly targeted by regulators.
Common greenwashing examples in packaging:
- Claiming packaging is "eco-friendly" or "green" without evidence
- Labelling as "biodegradable" without specifying conditions
- Using green imagery to imply sustainability
- Cherry-picking one positive attribute while ignoring greater harms
- Claiming recyclability when no practical infrastructure exists
The Competition and Markets Authority (CMA) Green Claims Code provides guidance on making environmental claims. Under consumer protection law, claims must be truthful, specific, and substantiated. Producers should ensure packaging environmental claims are backed by evidence — LCA data, OPRL assessments, or EPDs. pEPR's mandatory labelling requirements will help standardise recyclability communications and reduce greenwashing.
Related Terms
OPRL
On-Pack Recycling Label — a UK labelling scheme that provides standardised recyc...
Life Cycle Assessment
A systematic methodology for evaluating the environmental impacts of a product o...
Environmental Product Declaration
A standardised document that transparently communicates the environmental perfor...
Compostable Packaging
Packaging designed to break down in industrial or home composting conditions wit...
Biodegradable Packaging
Packaging that can be broken down by microorganisms over time, though without sp...
More compliance Terms
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