Is this claim even correct?

From 1 to 10 how easily can you spot greenwashing in your communication? Here's how to get it done.

Welcome to The Crisps–your weekly newsletter on anti-greenwashing and honest fashion communication. In this issue, you’ll learn how the “Six Sins of Greenwashing” framework can help your content stay aligned with the EU Green Claims Directive.

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Let’s face it: Spotting greenwashing can be difficult – even in your own communication and content. That’s why we introduced the “Six Sins of Greenwashing”¹ to you last week. The framework can help spot greenwashing whether it’s in your communication or others. But it can also help to guide your content creation process.

So this week, we’re linking the upcoming EU Green Claims Directive to the “Six Sins of Greenwashing” showing you how they can help you create content in the future.

But first up, let’s cover the basics of the EU Green Claims Directive proposal again.

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9 facts about the EU Green Claims Directive proposal you should know by heart

There are several ways in which the EU Green Claims Directive (once it’s approved) aims to promote transparency and reliability in environmental claims. Knowing these facts² will make your content creation a LOT easier. Here’s what the EU GCD proposal demands:

1. Specification: It has to be obvious if the claim concerns the whole product or part of it. If it’s directed at a company, does it concern all activities of a company or only some of them?

2. Scientific evidence: All voluntary environmental claims have to be based on widely recognized scientific evidence, using accurate information and international standards.

3. Lifecycle perspective: From raw material extraction to disposal, the directive’s proposal calls for companies to consider the entire lifecycle of a product ensuring a holistic evaluation.

4. No cherry-picking: All the significant environmental aspects and impacts have to be taken into account to assess the environmental performance.