Greenwashing consists of presenting a product, service, or company as more sustainable than it actually is. It does not concern only false statements: vague, generic, unsubstantiated claims, or claims referring to an unclear scope, can also be misleading.
Why is the European Union taking action?
Greenwashing reduces consumer trust and makes it more difficult to distinguish between companies that genuinely invest in sustainability and those that merely communicate it. A European Commission study found that 53.3% of the environmental claims analysed were vague, misleading or unfounded, while 40% were not adequately substantiated. In 57.5% of cases, there was insufficient information to assess their accuracy.
The new rules against greenwashing
The Directive (EU) 2024/825 – Empowering Consumers for the Green Transition strengthens consumer protection and introduces new rules on sustainability communication. In Italy, it was transposed through Legislative Decree No. 30 of 20 February 2026, applicable from 27 September 2026.
Practices to avoid include:
- generic claims such as “100% green” without adequate evidence;
- sustainability labels without certification or official recognition;
- benefits attributed to the entire product when they concern only one component;
- “carbon neutral” claims based exclusively on offsetting;
- legal requirements presented as distinctive sustainability advantages.
From data to claim
A credible green claim is the final outcome of a structured process. Before communicating, it is necessary to define:
What you want to demonstrate → which data are needed → which methodology to use → how to validate the results → how to communicate them.
Even scientifically correct data can become misleading if they are overstated during the communication process. A claim should always make clear: What does it measure? How is it demonstrated? Which product, component, or life-cycle stage does it refer to?
The methodology must therefore be accompanied by communication that is clear, proportionate, and consistent with the available evidence.
Greenwashing and social washing
Sustainability does not concern the environment alone. Claims relating to working conditions, human rights, inclusion, safety, or social initiatives must also be supported by adequate evidence.
S-LCA makes it possible to assess social and socio-economic aspects throughout the life cycle and can therefore help prevent so-called social washing as well.
Authentic sustainability starts with measurement. Communication comes afterwards.
Make your environmental and social claims verifiable, transparent, and scientifically grounded.
