A green leaf on the packaging, the ‘eco-’ prefix, a picture of a forest, the slogan ‘we care for the planet’ — and suddenly an ordinary shampoo starts to seem like one of the most eco-friendly things in your life.
This is how greenwashing works. A company creates the impression that its product, service or activity is significantly more environmentally friendly than it actually is. At the same time, the claim may not even be an outright lie. Sometimes it’s enough to tell the truth about just one small ingredient in the product and carefully keep quiet about everything else.
The problem of greenwashing is so widespread that, according to a European Commission study, 53% of the environmental claims examined in the EU were vague, misleading or unsubstantiated, whilst 40 per cent lacked sufficient evidence altogether.
EcoPolitic has compiled 8 phrases that should trigger not delight in shoppers, but a healthy skepticism.
1. "100% eco-friendly"
Let’s start with the basics. If a product is simply labelled ‘eco-friendly’, it’s worth asking straight away: eco-friendly compared to what, and by what measure?
Does it produce fewer emissions? Does it use less water? Is it made from recycled materials? Can it be recycled? Does it last longer than similar products?
The phrase “100% eco-friendly” does not answer any of these questions.
It is precisely such vague claims that have come under particular scrutiny from European regulators. The new EU rules are specifically aimed at unfounded general claims such as ‘green’ or ‘environmentally friendly’. They will come into force on 27 September 2026.
This is because environmental friendliness is a characteristic that must be proven, not an adjective that can simply be printed in green.
2. “Natural”
Grass is natural. So is oil. And so is organic waste. So the word “natural” by itself tells us almost nothing about a product’s impact on the environment.
Cotton has a natural origin, but its cultivation requires vast tracts of land and significant water consumption. Palm oil is also natural, but its production method may involve the destruction of natural ecosystems.
Even a wooden item doesn’t automatically become eco-friendly just because it was once a tree. Always look deeper: what’s important is where the wood was sourced from, how long the product will last, and what will happen to it after use.
So a green package with a flower and a big “NATURAL” inscription is not evidence at all. It is simply a design element.
3. “Biodegradable”
This is one of the most convenient and popular marketing phrases. If you see the word “biodegradable,” you might think you can throw the bag away anywhere after use, and it will quietly dissolve in nature.
Unfortunately, that is most likely not the case. Ecologists explain that the key issue here is: under what conditions does it break down? Most materials labeled as biodegradable require specific conditions – such as particular temperature, humidity, and other parameters of industrial composting – for this to happen.
However, if such a package ends up in a landfill, forest, or body of water, its biodegradability becomes highly questionable. Therefore, a reputable manufacturer should clarify exactly how to dispose of this packaging. If the instructions end at the attractive word “biodegradable,” there is clearly a lack of information.
4. “Safe for the planet”
Most likely, the planet will outlast both this shampoo and us. The real question is: what impact does the product have on specific ecosystems and resources?
Phrases like “safe for the planet,” “Earth-friendly,” and “with love for nature” sound appealing, but without any explanation, they remain nothing more than advertising slogans.
Safe in what sense? Does it pollute water less? Does it not contain certain substances? Is it manufactured with fewer emissions? Is the packaging recyclable?
The European Commission specifically emphasizes that environmental claims must be clear, substantiated, and verifiable. It is precisely the vagueness, generalization, and lack of clarity in environmental promises that constitute one of the main problems of greenwashing.
So if a company promises to “save the planet,” let it first explain its actual plan for doing so.
5. “Carbon neutral”
Here we enter the major league of “green” marketing. On a coffee package, an airline ticket, or a delivery website, you might see the phrase carbon neutral. This creates a logical impression for the customer: this product or service did not result in additional greenhouse gas emissions.
But the reality behind the words can be more complex. The company may have reduced some of its own emissions. Or it may have continued emitting roughly the same amount, but offset them by purchasing carbon credits or financing climate projects.
That is why it is important to find out how much was actually reduced and how much was simply offset.
European consumer protection rules against greenwashing are tightening requirements for climate claims so that buyers are not misled by attractive promises of neutrality without sufficient explanation.
6. “Eco-friendly packaging”
Here is another phrase that needs further clarification. Eco-friendly – because it is thinner? Recyclable? Reusable? Made from recycled plastic? Contains less material? These are very different things.
Special attention should be paid to claims about recycled raw materials. In the European Union, regulators have already required major beverage manufacturers to be more precise about statements regarding plastic bottles. For example, if only the bottle itself is “100% recycled,” but not the cap or label, this must be clearly explained to the consumer.
There is a huge difference between labels stating “packaging contains recycled plastic” and “this bottle is made of 100% recycled plastic, except for the cap and label.”
7. “Does not contain harmful substances”
Excellent. Which ones exactly? The phrase may seem convincing until it turns out the manufacturer is proudly announcing the absence of a substance that is not even used in products of this type in the first place.
This is an old marketing trick – to announce the absence of something harmful in order to create the impression of exceptional product safety. Therefore, it is worth looking for specifics: the name of the substance, laboratory confirmation, a standard, or independent certification.
Otherwise, it is much like a restaurant advertising soup with the claim “does not contain harmful motor oil”.
8. "Made from recycled materials"
This can be an excellent characteristic. However, it may also mean that the recycled content in the product is just 5% or even less.
Once again, the key word is – how much exactly?
The more precisely the claim is formulated, the better. For instance, “the casing is made of 70% recycled plastic” gives the buyer much more information than just a green logo with arrows and the word “recycled”.
The European Commission provides concrete, measurable claims: for example, packaging with a defined share of recycled plastic or a reduction in the carbon footprint by a certain percentage from a specific base year – as examples of statements that can be verified and substantiated.
Numbers do not guarantee honesty. However, the absence of numbers where they ought to be is certainly a reason to be cautious.
How to tell if you are not facing greenwashing
In fact, it is enough to ask a few simple questions.
- Is there specificity? Not “better for nature”, but “30% less plastic compared to the 2024 packaging”.
- Is it verifiable? A good environmental claim should refer to a study, standard, methodology, or independent certification.
- Who issued the green label? There are hundreds of environmental labels worldwide, and not all are equally reliable. According to the European Commission, there are more than 230 environmental labels on the European market, and their level of transparency and depth of verification vary significantly.
- Is the claim about the entire product or just a small part of it? “Eco-friendly packaging” says nothing about the product itself, and a “recyclable bottle” does not indicate how the beverage inside it was made.
We wish everyone successful purchases with care for the environment!
