Risk check

Greenwashing checker

Environmental claims are under intensifying scrutiny from regulators worldwide, with active enforcement in several markets.

Absolute green claims ('eco-friendly', '100% sustainable', 'carbon neutral') must be accurate, qualified and substantiated under EU greenwashing rules, the UK CMA Green Claims Code, Canada's Competition Act, Australia's ACL (an active ACCC enforcement priority) and the US FTC Green Guides.

An example that gets flagged

ComplyAds highlights wording like this in your listing, explains why it is a risk in plain English, and links the platform policy and the law behind it — so it is clear what to change before you publish.

The law behind it

This is policed across the markets ComplyAds covers, and each flag cites the specific rule rather than just the act:

• EU — UCPD 2005/29/EC
• UK — CMA Green Claims Code (CMA156)
• Canada — Competition Act s.74.01(1)(b.1) (product environmental claims) + s.74.01(1)(b.2) (business/climate claims) — Bill C-59 (2024), reverse onus on the advertiser. Commissioner enforcement. Private applications: leave remains available on the (b.1) basis, but s.103.1(6.2) now bars leave for applications made on the (b.2) basis (Bill C-15, royal assent 26 Mar 2026). NB: NOT 74.01(1.1) (that is drip pricing).
• Australia — ACL s.18 / s.29
• US — FTC Green Guides 16 CFR Part 260 (guidance under FTC Act s.5)

How to fix a flagged claim

Be specific and qualify the claim — name what is recycled, certified or offset, and by how much — and hold the evidence. “Made with 60% recycled plastic” is far safer than “eco-friendly”.

Where it applies

Every major platform ComplyAds checks — Amazon, eBay, Etsy, Walmart, TikTok Shop, Meta, Shopify — has a published policy on this, on top of the advertising law above. ComplyAds screens against EU UCPD / Empowering Consumers Directive (2024/825, applies from 27 Sept 2026) · UK CMA Green Claims Code · CA Competition Act (Bill C-59 greenwashing provisions) · AU ACL · US FTC Green Guides.

Flags, not verdicts. ComplyAds is an informational risk check, not legal advice. A flag is a prompt to look more closely, not proof of a breach — genuine, substantiated claims are fine. For anything borderline, get professional advice before you publish.

Questions