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Europe
EU
Asia
UK
The emergence of new guidelines issued by the government regulator.
A corresponding increase in scrutiny by the Advertising Standards Authority.
The increasing role of public pressure.
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
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 new German peculiarity, the “recall risk” – what do advertisers have to fear from greenwashing?
Germany
Regulator issues warning for consumers to treat sustainability claims with caution and follows up with guidance for businesses
Specific requirements apply to the most common types of green claims and certification labels – and the regulator signals a step-up in 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, highlighting the need for reform of the current system
Netherlands
The Norwegian Consumer Authority issues guidelines on sustainability claims in consumer marketing
Increased focus on green claims in the fashion
retail industry
Increased awareness of greenwashing among industry participants and environmental non-profits
Norway
The Norwegian Consumer Authority issues guidelines on sustainability claims in consumer marketing
Increased focus on green claims in the fashion
retail industry
Increased awareness of greenwashing among industry participants and environmental non-profits
Spain
Chile
Ukraine
UK
UAE
Turkey
Switzerland
Spain
Slovenia
Saudi Arabia
Romania
Poland
Norway
Netherlands
Italy
Hungary
Germany
China
Austria
Portugal
New Regulations come into force regarding the use of “green” labels.
Self-regulation in advertising continues to develop, with specific regulation of “greenwashing” currently under consultation.
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 from compliance.
Sustainability Claims in the agricultural sector 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 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
Guidelines on environmental or “green” advertising issued by the consumer regulator
Best practices promoted by Fundación Chile through the “sevens sins” of greenwashing
Advertising Standards (Chilean Code of Advertising Ethics) provides detailed “dos and don’ts” for green advertising
Chile
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 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
The European Commission proposes new consumer rights and a ban on greenwashing
Screening websites for greenwashing – The European Commission takes action, together with national authorities
EU Ecolabel and EU certification marks
European Union
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
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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
Claims must not be unfair or misleading; consumer protection laws will apply
Mandatory climate disclosures apply for specified companies
Disclosure and reporting guidelines issued for funds sold to retail investors under the label of ESG
Singapore
Belgium
Singapore
France