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CMS Green Globe

Stay informed about the latest sustainability claims trends and developments

10 May 2023 Czech Republic 1 min read
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The CMS Green Globe is an interactive platform that allows businesses and clients to stay aware and duly informed about all the main rapidly changing trends and developments in relation to sustainability claims. The CMS Green Globe helps you to avoid greenwashing your consumer.

Green Globe

Check the latest news on sustainability claims - click on a country to learn more

Browse by region

Austria

Austria Salzburg
  • Austrian Consumer Association conducts “greenwashing check” campaign to clamp down on unsubstantiated and misleading green claims
  • Sustainability labels and logos come under the Consumer Association’s spotlight
  • Stricter origin labelling rules to be introduced for the Austrian food industry

Read more 

Belgium

Grote Markt in Antwerp, Belgium
  • Regulator issues guidelines on the interpretation of legal criteria relevant to greenwashing, but introduces inconsistency with the current law
  • Environmental Advertising Guidelines and decisions by the Jury for Ethical Practices (“JEP”) offer guidance based on ethical principles, but lack clarity and consistency
  • Few greenwashing claims reach the Belgian courts, and judicial approaches vary

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Brazil

  • A complex legislative and regulatory framework controlling the use of green claims in Brazil
  • Legal consequences: From fines to counter advertising
  • Decisions on greenwashing issued by Brazilian courts

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Bulgaria

  • National Ethical Standards govern environmental claims in marketing communications
  • Increased alignment of directors’ duty of care standards with ESG factors
  • Non-financial reporting

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Chile

  • Bill to prevent and punish greenwashing
  • Implementation of General Rule No. 461, which incorporates information requirements on sustainability and corporate governance in the Annual Reports of the entities supervised by the Financial Market Commission (CMF)
  • Main ESG regulation in Chile: Climate Change Framework Law

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China

  • The legal and regulatory systems related to environmental protection are improving, but regulation against greenwashing lags behind
  • Public opinion monitoring is improving, as the Chinese media steps into a “public watchdog” role
  • Consumer awareness of environmental protection is improving

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Colombia

Panoramic of Bogota Colombia
  • Green advertising decree issued by the national government
  • Guidelines set forth by the Colombian Code for Advertisement Self Regulation
  • Bills submitted to the Congress to regulate and sanction greenwashing

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Croatia

  • The status quo
  • New developments – Empowerment of consumers
  • Sustainability claims beyond consumer law 

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Czech Republic

  • A rise in public awareness and interest in sustainability in the absence of robust regulation
  • Possible changes in the regulation of environmental claims
  • The adoption of a national program on environmental claims 

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France

  • Sustainability claims are regulated by multiple laws and guidelines to support the fight against greenwashing
  • Introduction of stricter rules regarding green claims and environmental marking
  • Stricter rules emerge regarding advertising and commercial practices which undermine sustainability goals

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Germany

Germany
  • A complex legislative and regulatory landscape provides the legal backdrop for the evaluation of sustainability claims in Germany
  • Increasing public interest in sustainability prompts consumer protection initiatives and court scrutiny of ‘climate neutrality’ claims
  • Increasingly severe legal consequences, heavy fines and a German peculiarity, the “recall risk” – what do advertisers have to fear from greenwashing?

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Hungary

  • Regulator issues warning for consumers to treat sustainability claims with caution and provides guidance for businesses
  • Specific requirements apply to the most common types of green claims and certification labels, and the regulator signals increased monitoring
  • Private sector cooperation bodies launch green initiatives to promote and develop environmentally responsible practices

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Italy

Positano, Amalfi Coast
  • The First Decision on Greenwashing Issued by an Italian Court
  • The approach taken by the IAP and the Antitrust Authority highlights the importance of substantiation for all green claims
  • The “MADE GREEN IN ITALY” certification programme is adopted to promote genuinely ‘green’ products

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Mexico

Mexico_640x640
  • A need for stricter guidelines for organic and sustainable products
  • Self-regulatory standards
  • Increase of local provisions

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Morocco

  • Greenwashing in Morocco: a practice studied by associations
  • Highlighting the elements that enable the identification of a greenwashing practice
  • The necessary legislative framework for the practice of greenwashing

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Netherlands

Night city view of Amsterdam, the Netherlands with Amstel river
  • Consumer and markets authority publishes guidelines for sustainability claims and conducts investigations into misleading sustainability claims
  • The Code for Sustainability Advertising regulates the use of green claims in advertising – and is applied strictly
  • Consumer studies reveals low levels of consumer understanding and confidence in the use of sustainability labels or claims regarding carbon offset, highlighting the need for reform of the current system

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Norway

Northern-lights-Norway
  • The Norwegian Consumer Authority guidelines on sustainability claims in consumer marketing, and a new legislative proposal from the European Commission
  • Increased focus on green claims in the fashion retail industry
  • Increased awareness of greenwashing among industry participants and environmental non-profits

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Poland

  • The use of “green” labels
  • Self-regulation in advertising continues to develop – the Advertising Code of Ethics
  • Promotional and educational activities aim to tackle low consumer vigilance and encourage reporting of greenwashing

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Portugal

  • New guidelines issued by the government regulator
  • Stronger public pressure against greenwashing practices
  • Growing use of sustainability labels

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Romania

Basarab Overpass in Bucharest, Romania
  • Consumer awareness is increasing due to NGO campaigns and media, with improvement of waste management infrastructure and collection scheme efficiency being top priorities
  • National authorities have developed a guide to improve public access to environmental information
  • Stricter rules for agricultural and food businesses with a view to ensure fair trade practices

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Saudi Arabia

  • Allegations of greenwashing at a governmental level
  • NEOM: Saudi Arabia’s planned eco-city divides opinion
  • Sustainable consumption is gaining momentum in Saudi Arabia

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Singapore

Boat Quay, Singapore 840x420
  • Claims must not be unfair, misleading; consumer protection laws will apply
  • Disclosure and reporting guidelines for funds sold to retail investors under the label of ESG
  • Mandatory climate disclosures for specified companies

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Slovakia

  • Consumer Protection Regulations govern misleading green advertising claims
  • The prevalence of Ecolabelling is increasing
  • Self-regulation of advertising plays a key role in Slovakia

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Slovenia

Slovenia
  • Greenwashing falls under remit of general consumer protection laws, but case law guidance is currently limited
  • Slovenian Advertising Code seeks to tackle greenwashing by promoting lawful, decent, fair and truthful advertising
  • Regulation 2020/852 of the European Parliament and Council dated 18 June 2020 concerning ‘greenwashing’ in the financial sector is adopted into Slovenian law

Read more

Spain

Spain
  • Focus on promoting environmental education for sustainability to avoid greenwashing
  • General advertising and competition laws, self-regulation and codes of conduct govern greenwashing in the absence of specific legislation
  • National Security Market Commission (CNMV) promotes the development of a sustainable economy through its Activity Plans

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Sweden

Sweden
  • Green claims and the Swedish Consumer Agency
  • Vague green claims and climate labels  
  • Substantiating green claims 

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Switzerland

  • Swiss regulation is currently based on general competition and advertising laws, while legislators monitor legal developments on sustainability claims in Switzerland and the EU
  • Caution needed in relation to green claims when importing products from the EU into Switzerland, to reflect local sustainability infrastructure
  • “Corporate social responsibility” trends lead to greater focus by regulators on transparency in green claims

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Türkiye

  • New criteria for the Turkish Ecolabel which is recognised by GEN
  • Enhancement of potential consumer claims due to greenwashing
  • Turkiye publishes draft climate change law

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Ukraine

View of Ukraine with a bridge in the foreground
  • Organic and ‘eco’ products regulation comes under the enforcing authority’s spotlight
  • Avoidance of specific claims, such as “organic” or “biological”, does not release advertisers from the risk of non-compliance
  • Sustainability claims in the agricultural sector face reduced scrutiny during martial law

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United Arab Emirates

Dubai Marina skyline at dusk, Dubai, United Arab Emirates 2000x1334
  • The rise of “sustainable cities”
  • Conscious consumerism is gaining strength
  • Claims of Energy Efficiency Progress

Read more

United Kingdom

  • New guidelines and enforcement by the government regulator
  • A corresponding increase in scrutiny by the Advertising Standards Authority
  • The increasing role of public pressure

Read more

Latest news on sustainability claims

READ ALL THE NEWS HERE

No greenwashing allowed: Complaint on recycling claims about the packaging of a cleaning product France: France and its TRIMAN logo targeted by the EU Commission! EU: News on emissions-related data for airlines

Global trends

The greenwashing and sustainability claims trends presented to readers in our ‘CMS Green Globe’ greenwashing and sustainability guide differ from country to country. However, some common trends can still be identified amongst the various jurisdictions.

Watch CMS Green Globe video

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