This paper looks at the difference between generic and specific environmental claims, when it is appropriate to make them, and the level of evidence needed to support them. The objective is to support clearer, more credible claims by providing high-level guidance and illustrative examples that help actors understand how different claim formats may be interpreted under EU consumer law, and what this means for responsible messaging.

ISEAL's Making credible sustainability claims guidance series aims to highlight key aspects of credible claims-making to support action by companies and sustainability schemes. It comes at a time when new legal structures are taking shape to tackle greenwashing, particularly the EU Empowering Consumers for the Green Transition (ECGT) Directive. The series highlights the critical roles VSS can play in supporting companies to meet their commitments and communicate their progress credibly.

This guidance will help to further understanding of key technical questions raised by incoming regulations such as the EU Empowering Consumers Directive.

Learn more about ISEAL's work on claims and work on claims policy.