Green Claims & Sustainability Certification
What auditing firms can do to ensure credibility
Sustainability sells – but not everything that looks green is. More and more companies are advertising themselves as "climate neutral," "sustainably produced," or "environmentally friendly." These so-called Green Claims have an impact on consumers – but they are increasingly coming under pressure: consumer associations, regulatory authorities, and media criticize misleading or unsubstantiated claims.
Certifications and independent inspection bodies play a central role in this. They provide the objective basis on which such claims can be credible in the first place. But the auditing bodies also have a duty: their work must be neutral, understandable, and transparent – especially when it comes to complex sustainability promises that are not purely technical.
🌱 Green Claims: Between Marketing and Regulatory Pressure
A Green Claim is any form of advertising statement that refers to the ecological benefits of a product, service, or company. Examples:
- “100% recyclable”
- “CO₂ compensated”
- “Sustainably produced”
It becomes problematic when:
- no verifiable standards are in place
- no methodology or data is disclosed
- statements are vague or misleading
The EU is responding: With the planned “Green Claims Directive”, companies will be required to support every environmentally related advertising claim with certified evidence – otherwise, they face sanctions.
✅ Role and Responsibility of Certification Bodies
Certifiers and inspection bodies are crucial for the credibility of Green Claims. Their main task: to carry out objective, standard-based exams – while adhering to the following principles:
🛠 Examples of Credible Sustainability Certificates
| Certificate | Area | Issuer / Standard |
|---|---|---|
| Blue Angel | Environmentally Friendly Products | UBA / RAL |
| FSC® / PEFC | Sustainable Forestry | NGOs, internationally recognized |
| ISO 14001 | Environmental Management Systems | ISO / accredited bodies |
| TÜV-certified CO₂-neutral | Proof of Climate Neutrality | TÜV Rheinland / TÜV NORD etc. |
🧭 Recommendations for Certifiers
- Regularly evaluate own certification marks
→ Are the criteria still up-to-date, legally secure, and resistant to misuse? - Maintain advisory independence
→ No involvement in the content of marketing statements after successful certification - Dare to be more straightforward
→ Formulate test results in a way that laypersons can understand them – without greenwashing risk - Seek cooperation with authorities & NGOs
→ For greater acceptance and against lack of transparency in standards
🎯 Conclusion
Green claims are not empty promises – if they are verified.
In a world full of labels, logos, and buzzwords, consumers need guidance. Testing organizations bear a great responsibility: They are the guardians of credibility – not only towards companies but towards the entire society.
Because only those who conduct thorough checks protect not only the environment – but also trust.