The State of Green Claims 2024: Only 3 of 163 Green Claims on products meet the new EU Directives
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Here’s what you can look forward to:
✅ Funnel analysis: Classification of all green claims—horizontally by content and formatting, and vertically by quality and transparency
âś… Meta-analyses: Grouping of all 163 green claims by category, greenwashing risk, and access & presentation of digital information
✅ Best practices: Detailed breakdown of the 3 best green claims—and what they got right
âś… Regulation made simple: The methodology also serves as a hands-on guide for implementing all EU Green Claims requirements
Background
With the release of the draft EU Green Claims Directive, a new era of “zero tolerance” for greenwashing has officially begun.
To preserve sustainability communication in Europe—and to empower consumers to make truly sustainable purchasing decisions—we conducted a comprehensive study. We tested 163 green claims from 78 brands in Germany to identify current weak spots in light of upcoming EU regulations. Our goal is to offer practical guidance to help brands meet future requirements.
Author
Max Ackermann
Max Ackermann is Founder & CEO of info.link, a technology company based in Hamburg and Berlin, Germany. info.link helps brands turn products into smart, compliant digital touchpoints. Max has over 20 years of experience building digital businesses, leading McKinsey's Design and Corporate Venture teams across Europe. He has also built digital products and platforms with global brands like Nike, Google, Meta, and Airbnb. Max helps brands create GS1-standard Digital Labels to share Green Claims, Digital Product Passports, product information, promotions, and more. He is an expert in QR codes, green claims, EU regulations, and multilingual digital labeling.
