How Eco-Friendly Is That Product? Here Are Four Ways to Spot Greenwashing
European Union regulators identified words and marketing slogans often used to convince consumers a product is environmentally friendly.
Shoppers at a grocery store in Toronto.
Photographer: Cole Burston/BloombergIn anticipation of combating misleading climate claims on packaging and in advertisements, the European Union has identified a handful of common words and phrases used by companies to pitch their products as environmentally friendly — even when they aren’t.
Anyone who has tried to buy the least-worst version of a consumer product will recognize the struggle to identify it amid a flurry of vague and unverifiable claims, a marketing disconnect known as “greenwashing.” In its research, the EU found that more than half of the green claims it studied were vague, misleading or unfounded. It also found that consumers had a low level of confidence that businesses would tell them the truth.