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America
Europe
EU
Asia
The European Commission proposes new consumer rights and a ban on greenwashing
Screening of websites for greenwashing – The European Commission takes action together with national authorities
EU Ecolabel and EU certification marks
European Union
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Africa
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Bill to prevent and punish greenwashing
Implementation of General Rule No. 461, which incorporates information requirements on sustainability and corporate governance in the Annual Reports of the entities supervised by the Financial Market Commission (CMF)
Main ESG regulation in Chile: Climate Change Framework Law
Chile
Green advertising decree issued by the national government
Guidelines set forth by the Colombian Code for Advertisement Self-Regulation
Bills submitted to the Congress to regulate and sanction greenwashing
Colombia
A complex legislative and regulatory framework controlling the use of green claims in Brazil
Legal consequences: From fines to counter advertising
Decisions on greenwashing issued by Brazilian courts
Brazil
Greenwashing in Morocco: a practice studied by associations
Highlighting the elements that enable the identification of a greenwashing practice
The necessary legislative framework for the practice of greenwashing
Morocco
The rise of "Sustainable Cities"
Conscious consumerism is gaining strength
Claims of Energy Efficiency Progress
United Arab Emirates
Allegations of greenwashing at a governmental level
NEOM: Saudi Arabia’s planned eco-city divides opinion
Sustainable consumption is gaining momentum in Saudi Arabia
Saudi Arabia
The legal and regulatory systems related to environmental protection are improving, but regulation against greenwashing lags behind
Public opinion monitoring is improving, as the Chinese media steps into a “public watchdog” role
Consumer awareness of environmental protection is improving
China
New criteria for the Turkish Ecolabel which is recognised by GEN
Enhancement of potential consumer claims due to greenwashing
Turkey publishes draft climate change law
Turkey
Claims must not be unfair, misleading; consumer protection laws will apply
Disclosure and reporting guidelines for funds sold to retail investors under the label of ESG
Mandatory climate disclosures for specified companies
Singapore
New guidelines and enforcement by the government regulator
A corresponding increase in scrutiny by the Advertising Standards Authority
The increasing role of public pressure
UK
Regulator issues guidelines on the interpretation of legal criteria relevant to greenwashing, but introduces inconsistency with the current law
Environmental Advertising Guidelines and decisions by the Jury for Ethical Practices (“JEP”) offer guidance based on ethical principles, but lack clarity and consistency
Few greenwashing claims reach the Belgian courts, and judicial approaches vary
Belgium
Consumer Protection Regulations govern misleading green advertising claims
The prevalence of Ecolabelling is increasing
Self-regulation of advertising plays a key role in Slovakia
Slovakia
Austrian Consumer Association conducts “greenwashing check” campaign to clamp down on unsubstantiated and misleading green claims
Sustainability labels and logos come under the Consumer Association’s spotlight
Stricter origin labelling rules to be introduced for the Austrian food industry
Austria
A complex legislative and regulatory landscape provides the legal backdrop for the evaluation of sustainability claims in Germany
Increasing public interest in sustainability prompts consumer protection initiatives and court scrutiny of ‘climate neutrality’ claims
Increasingly severe legal consequences, heavy fines and a German peculiarity, the “recall risk” – what do advertisers have to fear from greenwashing?
Germany
Consumer and markets authority publishes guidelines for sustainability claims and conducts investigations into misleading sustainability claims
The Code for Environmental Advertising regulates the use of green claims in advertising – and is applied strictly
Consumer study reveals low levels of consumer understanding and confidence in the use of sustainability labels or claims regarding carbon offset, highlighting the need for reform of the current system
Netherlands
Regulator issues warning for consumers to treat sustainability claims with caution and provides guidance for businesses
Specific requirements apply to the most common types of green claims and certification labels, and the regulator signals increased monitoring
Private sector cooperation bodies launch green initiatives to promote and develop environmentally responsible practices
Hungary
The Norwegian Consumer Authority guidelines on sustainability claims in consumer marketing, and a new legislative proposal from the European Commission
Increased focus on green claims in the fashion
retail industry
Increased awareness of greenwashing among industry participants and environmental non-profits
Norway
Focus on promoting environmental education for sustainability to avoid greenwashing
General advertising and competition laws, self-regulation and codes of conduct govern greenwashing in the absence of specific legislation
National Security Market Commission (CNMV) promotes the development of a sustainable economy through its Activity Plan
Spain
The use of “green” labels
Self-regulation in advertising continues to develop – the Advertising Code of Ethics
Promotional and educational activities aim to tackle low consumer vigilance and encourage reporting of greenwashing
Poland
Organic and ‘eco’ products regulation comes under the enforcing authority’s spotlight
Avoidance of specific claims, such as “organic” or “biological”, does not
release advertisers from the risk of non-compliance
Sustainability Claims in the agricultural sector face reduced scrutiny during martial law
Ukraine
Consumer awareness is increasing due to NGO campaigns and media, with improvement of waste management infrastructure and collection scheme efficiency being top priorities
National authorities have developed a guide to improve the public access to environmental information
Stricter rules for agricultural and food businesses with a view to ensure fair trade practices
Romania
Swiss regulation is currently based on general competition and advertising laws, while legislators monitor legal developments on sustainability claims in Switzerland and the EU
Caution needed in relation to green claims when importing products from the EU into Switzerland, to reflect local sustainability infrastructure
“Corporate social responsibility” trends lead to greater focus by regulators on transparency in green claims
Switzerland
The First Decision on Greenwashing Issued by an Italian Court
The approach taken by the IAP and the Antitrust Authority highlights the importance of substantiation for all green claims
The “MADE GREEN IN ITALY” certification programme is adopted to promote genuinely ‘green’ products
Italy
Greenwashing falls under remit of general consumer protection laws, but case law guidance is currently limited
Slovenian Advertising Code seeks to tackle greenwashing by promoting lawful, decent, fair and truthful advertising
Regulation 2020/852 of the European Parliament and Council dated 18 June 2020 concerning ‘greenwashing’ in the financial sector is adopted into Slovenian law
Slovenia
The status quo
New developments – Empowerment of consumers
Sustainability claims beyond consumer law
Croatia
A rise in public awareness and interest in sustainability in the absence of robust regulation
Possible changes in the regulation of environmental claims
The adoption of a national program on environmental claims
Czech Republic
National Ethical Standards govern environmental claims in marketing communications
Increased alignment of directors’ duty of care standards with ESG factors
Non-financial reporting
Bulgaria
Sustainability claims are regulated by multiple laws and guidelines to support the fight against greenwashing
Introduction of stricter rules regarding green claims and environmental marking
Stricter rules emerge regarding advertising and commercial practices which undermine sustainability goals
France
New guidelines issued by the government regulator
Stronger public pressure against greenwashing practices
Growing use of sustainability labels
Portugal
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Sweden
Greenwashing in Morocco: a practice studied by associations
Highlighting the elements that enable the identification of a greenwashing practice
The necessary legislative framework for the practice of greenwashing
Morocco
Click on country to learn more
A complex legislative and regulatory framework controlling the use of green claims in Brazil
Legal consequences: From fines to counter advertising
Decisions on greenwashing issued by Brazilian courts
Brazil
Green advertising decree issued by the national government
Guidelines set forth by the Colombian Code for Advertisement Self-Regulation
Bills submitted to the Congress to regulate and sanction greenwashing
Colombia
Bill to prevent and punish greenwashing
Implementation of General Rule No. 461, which incorporates information requirements on sustainability and corporate governance in the Annual Reports of the entities supervised by the Financial Market Commission (CMF)
Main ESG regulation in Chile: Climate Change Framework Law
Chile
Claims must not be unfair, misleading; consumer protection laws will apply
Disclosure and reporting guidelines for funds sold to retail investors under the label of ESG
Mandatory climate disclosures for specified companies
Singapore
New criteria for the Turkish Ecolabel which is recognised by GEN
Enhancement of potential consumer claims due to greenwashing
Turkey publishes draft climate change law
Turkey
The legal and regulatory systems related to environmental protection are improving, but regulation against greenwashing lags behind
Public opinion monitoring is improving, as the Chinese media steps into a “public watchdog” role
Consumer awareness of environmental protection is improving
China
Allegations of greenwashing at a governmental level
NEOM: Saudi Arabia’s planned eco-city divides opinion
Sustainable consumption is gaining momentum in Saudi Arabia
Saudi Arabia
The rise of "Sustainable Cities"
Conscious consumerism is gaining strength
Claims of Energy Efficiency Progress
United Arab Emirates
New guidelines issued by the government regulator
Stronger public pressure against greenwashing practices
Growing use of sustainability labels
Portugal
Sustainability claims are regulated by multiple laws and guidelines to support the fight against greenwashing
Introduction of stricter rules regarding green claims and environmental marking
Stricter rules emerge regarding advertising and commercial practices which undermine sustainability goals
France
National Ethical Standards govern environmental claims in marketing communications
Increased alignment of directors’ duty of care standards with ESG factors
Non-financial reporting
Bulgaria
A rise in public awareness and interest in sustainability in the absence of robust regulation
Possible changes in the regulation of environmental claims
The adoption of a national program on environmental claims
Czech Republic
The status quo
New developments – Empowerment of consumers
Sustainability claims beyond consumer law
Croatia
Greenwashing falls under remit of general consumer protection laws, but case law guidance is currently limited
Slovenian Advertising Code seeks to tackle greenwashing by promoting lawful, decent, fair and truthful advertising
Regulation 2020/852 of the European Parliament and Council dated 18 June 2020 concerning ‘greenwashing’ in the financial sector is adopted into Slovenian law
Slovenia
The First Decision on Greenwashing Issued by an Italian Court
The approach taken by the IAP and the Antitrust Authority highlights the importance of substantiation for all green claims
The “MADE GREEN IN ITALY” certification programme is adopted to promote genuinely ‘green’ products
Italy
Swiss regulation is currently based on general competition and advertising laws, while legislators monitor legal developments on sustainability claims in Switzerland and the EU
Caution needed in relation to green claims when importing products from the EU into Switzerland, to reflect local sustainability infrastructure
“Corporate social responsibility” trends lead to greater focus by regulators on transparency in green claims
Switzerland
Consumer awareness is increasing due to NGO campaigns and media, with improvement of waste management infrastructure and collection scheme efficiency being top priorities
National authorities have developed a guide to improve the public access to environmental information
Stricter rules for agricultural and food businesses with a view to ensure fair trade practices
Romania
Organic and ‘eco’ products regulation comes under the enforcing authority’s spotlight
Avoidance of specific claims, such as “organic” or “biological”, does not
release advertisers from the risk of non-compliance
Sustainability Claims in the agricultural sector face reduced scrutiny during martial law
Ukraine
The use of “green” labels
Self-regulation in advertising continues to develop – the Advertising Code of Ethics
Promotional and educational activities aim to tackle low consumer vigilance and encourage reporting of greenwashing
Poland
Focus on promoting environmental education for sustainability to avoid greenwashing
General advertising and competition laws, self-regulation and codes of conduct govern greenwashing in the absence of specific legislation
National Security Market Commission (CNMV) promotes the development of a sustainable economy through its Activity Plan
Spain
The Norwegian Consumer Authority guidelines on sustainability claims in consumer marketing, and a new legislative proposal from the European Commission
Increased focus on green claims in the fashion
retail industry
Increased awareness of greenwashing among industry participants and environmental non-profits
Norway
Regulator issues warning for consumers to treat sustainability claims with caution and provides guidance for businesses
Specific requirements apply to the most common types of green claims and certification labels, and the regulator signals increased monitoring
Private sector cooperation bodies launch green initiatives to promote and develop environmentally responsible practices
Hungary
Consumer and markets authority publishes guidelines for sustainability claims and conducts investigations into misleading sustainability claims
The Code for Environmental Advertising regulates the use of green claims in advertising – and is applied strictly
Consumer study reveals low levels of consumer understanding and confidence in the use of sustainability labels or claims regarding carbon offset, highlighting the need for reform of the current system
Netherlands
A complex legislative and regulatory landscape provides the legal backdrop for the evaluation of sustainability claims in Germany
Increasing public interest in sustainability prompts consumer protection initiatives and court scrutiny of ‘climate neutrality’ claims
Increasingly severe legal consequences, heavy fines and a German peculiarity, the “recall risk” – what do advertisers have to fear from greenwashing?
Germany
Austrian Consumer Association conducts “greenwashing check” campaign to clamp down on unsubstantiated and misleading green claims
Sustainability labels and logos come under the Consumer Association’s spotlight
Stricter origin labelling rules to be introduced for the Austrian food industry
Austria
Consumer Protection Regulations govern misleading green advertising claims
The prevalence of Ecolabelling is increasing
Self-regulation of advertising plays a key role in Slovakia
Slovakia
Regulator issues guidelines on the interpretation of legal criteria relevant to greenwashing, but introduces inconsistency with the current law
Environmental Advertising Guidelines and decisions by the Jury for Ethical Practices (“JEP”) offer guidance based on ethical principles, but lack clarity and consistency
Few greenwashing claims reach the Belgian courts, and judicial approaches vary
Belgium
New guidelines and enforcement by the government regulator
A corresponding increase in scrutiny by the Advertising Standards Authority
The increasing role of public pressure
UK
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Chile
Colombia
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A need for stricter guidelines for organic and sustainable products
Self-regulatory standards
Increase of local provisions
Mexico
A need for stricter guidelines for organic and sustainable products
Self-regulatory standards
Increase of local provisions
Mexico
Green claims and the Swedish Consumer Agency
Vague green claims and climate labels
Substantiating green claims
Sweden
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Green claims and the Swedish Consumer Agency
Vague green claims and climate labels
Substantiating green claims
Sweden
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