How can I tell if a product is eco-friendly?
Greenwashing and how to spot it
More and more companies are touting their green credentials as climate change has become a global emergency. With an ever-increasing array of green claims and eco-labels facing shoppers, it’s hard to know who or what to trust. Vague terms like “eco-friendly,” “natural” or “green” are often used to promote a sustainable image, but they tell us nothing about the business’s true environmental impact.
What is greenwashing?
Greenwashing is when a product, brand, business or service is marketed as being more environmentally friendly than it really is. People may be duped into thinking they are making planet-friendly purchases when they’re not. A recent analysis by the Competitions and Market Authority found that 40% of green claims online could be misleading. The UK’s advertising watchdog is policing the language of sustainability more strictly than before after a string of high-profile cases. But how can customers spot greenwashing?
False claims or vague language
Friends of the Earth points out it’s easy for companies to use buzzwords like “green,” “eco-friendly,” and “natural” but much harder to change sourcing policies and business models to be genuinely sustainable. Check the labels and online product descriptions to see if there is any information to justify the green claims. Does the brand have an overall positive environmental impact or at least no negative impact?
Be wary of images of nature
Appearances can be deceptive, warns Which?, the consumer watchdog. From green plants to sunshine and from snow-topped mountains to blue lakes, images of nature are often used on packaging to promote an eco-friendly image. How many packs of inorganic, indoor reared sausages have you seen with images of idyllic farmyard scenes that have nothing to do with how the meat was produced. Look beyond the images of nature. You’ll need to find out the details to know if you’re helping the planet by buying the product or are the images just a greenwashing gimmick?
Hiding information
When you check the label, packaging or website for information on environmental impact and find none, that’s a red flag. Companies that are genuinely working hard to reduce their carbon footprint will usually be happy to shout about it. For example, the label on a bottle of Ecover washing up liquid explains the product was made in its “zero-waste, certified factory” with a website link for more information.
Companies that don’t disclose information may have something to hide. For instance, a homewares company may claim its products are sustainable despite supply chain emissions from a coal-powered factory in China or exploiting child labour in India. Businesses should consider the product’s whole lifecycle when they make green claims.
Look for reliable verification schemes
Look for evidence to back up green claims. If a brand promises that it’s using timber that’s sustainably sourced from responsibly managed forests, check if it’s been independently verified by a third party. Look for the logo of a reliable certification scheme, such as the FSC (Forestry Stewardship Council). Other reputable ecolabels include Fairtrade, an ethical trading system that puts people first and B Corp businesses that are legally obliged to balance profit with people and the planet. Businesses should be able to back up their claims with robust, credible and up-to-date evidence.
Ask questions of brands and retailers
If you can’t find the sustainability information you need or think it may be misleading or out-of-date, ask the manufacturer or retailer about it. Quizzing them on social media can be effective. “Question how products are made, how they protect the environment and look after workers and any green claims they make, especially if it’s not clear on the product itself or their website,” suggests Friends of the Earth.
For instance, the label on a bottle of Ecover washing up liquid says it’s made in a “clean factory” but not its location. The company website explains the factory is based in Belgium. This may mean more carbon miles depending on which country you live in. Companies shouldn’t hide or omit information needed to make informed choices.
Green product vs dirty company
Some claims may be true yet only tell part of the story. Watch out for companies that focus on one green product but gloss over the overall impact. Fossil fuel giant BP changed its green tagline to Beyond Petroleum. “We can’t put all our energy in one barrel,” said a billboard poster. But the company came under fire for spending billions more on fossil fuels than on clean, green renewables. BP has now scaled back its climate ambitions after bumper gas profits in 2022 fuelled by Russia’s invasion of Ukraine.
Confusing messages
Recycling in the UK can be misleading. Single use coffee cups are a classic example. Despite being labelled as recyclable by coffee chains, the vast majority end up in landfill. This is because the cups can’t be recycled because they’re made from plastic coated paper which won’t break down in most recycling plants. If a product is labelled recylable, compostable or biodegradable check if that’s the product or packaging, or both. The situation is complicated as local authorities have different policies on items collected for recycling.
When you spot greenwashing, there are things you can do about it as a consumer, Firstly, don’t buy it. Look for a greener alternative. Use your purchasing power. Secondly, report it. Companies may be breaking consumer protection law if they mislead shoppers into thinking products or services are greener than they really are or use misleading eco-labels. Trading Standards and the Competitions and Markets Authority can take court action while the Advertising Standards Authority has the power to ban misleading adverts.
Useful information: The Green Claims Code set out what businesses need to do to make sure their claims aren’t misleading or greenwashing. https://greenclaims.campaign.gov.uk/