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Greenwashing
Definition
Greenwashing — Marketing a product or company as more environmentally responsible than it actually is.
1 min
Read time
Shopping term
Label type
3
Key points
At a glance
Greenwashing is the practice of using environmental language, imagery, or implied certifications to make a product or company appear more sustainable than it is.
The UK's CMA, US FTC, and EU regulators have all begun cracking down on vague green claims, but enforcement is limited.
Common patterns include: hidden trade-offs, no proof, vagueness, fake labels, irrelevance, lesser-of-two-evils framing, and outright fibbing.
Greenwashing is the practice of using environmental language, imagery, or implied certifications to make a product or company appear more sustainable than it is. It ranges from technically true but irrelevant claims ("CFC-free" on products where CFCs were banned decades ago) to outright fabrication of certification marks.
The UK's CMA, US FTC, and EU regulators have all begun cracking down on vague green claims, but enforcement is limited. The most reliable defense is to ignore packaging marketing and look for third-party certifications you can verify independently.
Common patterns include: hidden trade-offs, no proof, vagueness, fake labels, irrelevance, lesser-of-two-evils framing, and outright fibbing.
How to check this before you buy
1Look for "Greenwashing" on the pack or the Amazon UK listing itself, not just in the brand's marketing.
2Ask whether the claim is backed by a named standard or independent body, or is just a description.
3Check whether the claim covers the exact product and size you're buying, not only the wider brand.
4Compare at least two alternatives on Pickly before deciding.