How to spot GREENWASHING

A huge 93% of GH readers think brands should be more honest about their sustainability claims. Here’s how to separate eco-friendly fact from fiction…

As with so many things in life, if it sounds too good to be true, it often is. Research carried out by the Competition and Markets Authority (CMA) found that up to 40% of the green claims made by brands and retailers on their websites could be misleading consumers. The watchdog has warned it will be reviewing misleading claims and could take action against companies whose marketing falls foul of consumer law. Meanwhile, here are four questions to ask before you buy…

Is the language used to describe the product vague?

Saying something is ‘green’, ‘eco-friendly’ or ‘sustainable’ is all well and good, but how are these claims backed up? Look for more detailed information on a company’s website.

Does it have a certification?

Is the product organic, Rainforest Alliance or Fairtrade-certified? This tells you whether or not a product meets certain environmental, ethical or other sustainability criteria. If the company behind the product is B Corp-certified (check website or product packaging), its operations will meet certain environmental and social standards.

How will you dispose of the product?

Many of us think twice about buying products with unnecessary amounts of packaging, or packaging that’s not easily recyclable. But what about the product itself? Check whether claims about recyclability relate to the product, its packaging or both. Find out what can be recycled where in your area at recyclenow.com/local-recycling.

What aren’t you being told?

‘The ingredients in a smoothie might be sustainably farmed but the packaging may be non-recyclable and the fruit might have been transported by plane from another country,’ says the CMA’S Cecilia Parker Aranha. ‘The things businesses don’t say can also influence what people choose to buy.’ Seek out as much information as you can.