Is your brand ready to prove its sustainability? Discover how to avoid greenwashing, comply with EU laws, and build trust using Digital Product Passports.
🕒 Reading time: 7 minutes
Everyone wants to be green. At least, that’s what the ads say.
We see products labeled eco-friendly, carbon neutral, or climate positive every day. But how many of these claims are real? And how many are just... clever marketing?
According to the European Commission, 42% of green claims are exaggerated, misleading, or false. That’s nearly half. And consumers are catching on.
In today’s world, greenwashing doesn’t just damage trust. It can bring legal fines, reputational damage, and lost customers.
So what’s the solution?
Transparency. Proof. And a new tool: the Digital Product Passport (DPP).
Greenwashing is when a brand pretends to be sustainable without doing the real work. They might highlight one “green” feature and ignore the rest. Or use vague claims like eco-conscious without evidence.
Why does it happen?
But times are changing. The EU Green Claims Directive and the Ecodesign for Sustainable Products Regulation (ESPR) are closing the loopholes.
Let’s look at a few real-life examples of greenwashing that ended badly:
❌ H&M’s Conscious Collection
The fashion giant was sued in the U.S. for using misleading sustainability labels. Their “Conscious” line had claims that weren’t backed by clear data. The company had to remove some labels and faced a wave of public criticism.
❌ Volkswagen’s “Clean Diesel”
Volkswagen advertised their diesel cars as low-emission. In reality, they used software to cheat emissions tests. This cost them $30 billion in fines, legal fees, and lost brand trust.
❌ Ryanair’s “Lowest Emissions” Ad
In 2020, Ryanair claimed it was Europe’s “lowest emissions airline.” The UK’s Advertising Standards Authority banned the ad, stating the airline couldn’t support the claim with accurate data.
These cases aren’t rare. They’re warnings.
Under the Green Claims Directive and consumer protection laws, companies will need to prove what they say.
A substantiated claim must:
Claims will be checked by national market surveillance authorities, and fines will apply for non-compliance.
Let’s break down the key legal changes every business should understand:
📘 Green Claims Directive (Draft)
This proposed EU law bans vague, unverified, or misleading environmental claims. It applies to both B2C and B2B marketing. Any green claim must be backed by clear, accessible, and scientific evidence.
♻️ Ecodesign for Sustainable Products Regulation (ESPR)
This regulation introduces new rules on product design, circularity, and transparency. It includes the requirement to implement Digital Product Passports. Specific product rules will be defined through Delegated Acts under Articles 8 to 11 of the ESPR.
🔗 Article 12 of ESPR: Interoperability and Data Sharing
This article requires that product data systems be interoperable — so that everyone along the supply chain can access and trust the information. This supports real-time verification and regulatory enforcement.
If you can’t prove your sustainability claim with data, you can’t say it anymore.
A Digital Product Passport (DPP) is like a verified digital ID card for a product. It holds structured, machine-readable data on:
Why is this important?
DPPs make substantiation easy:
With a DPP, a brand doesn’t need to “convince” people — the data speaks.
Green marketing is changing.
It’s no longer enough to sound sustainable. You have to prove it. And that means:
The companies that will win in the new market aren’t the loudest.
They’re the clearest.
So ask yourself — is your brand ready to move from slogans to substance?
💬 Need help getting started with DPPs and sustainability compliance?
Fluxy.One is here to help you turn your data into trust.
Let’s build your Digital Product Passports — and your credibility.
EU regulations are evolving - Be ready, Be compliant, Win the market.
