Risk check

Greenwashing checker

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

In the EU, since 27 Sept 2026, generic green claims ('eco-friendly', 'green', 'climate neutral') with no clear specification on the same label or page are banned outright unless the product has recognised excellent environmental performance (such as the EU Ecolabel), and climate-neutral claims based on offsetting are banned outright. A specific, substantiated claim about one clearly named aspect ('made with 60% recycled plastic') is still allowed. Under the UK CMA Green Claims Code, Canada's Competition Act, Australia's ACL (an active ACCC enforcement priority) and the US FTC Green Guides, environmental claims must be accurate, specific and substantiated.

An example that gets flagged

ComplyAds highlights wording like this in your listing, explains why it is a risk in plain English, and cites the law behind it and, where the platform publishes one, links its policy — 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 as amended by EmpCo Dir (EU) 2024/825, applicable since 27 Sep 2026; Annex I now bans in all circumstances: a generic environmental claim the trader cannot back with recognised excellent environmental performance (pt 4a — EU Ecolabel or an officially recognised EN ISO 14024 type I scheme), a claim about the entire product or business that concerns only one aspect (pt 4b), a claim of neutral, reduced or positive greenhouse-gas impact based on offsetting (pt 4c), and a sustainability label not based on a certification scheme or established by public authorities (pt 2a); a claim is only 'generic' if its specification is not given clearly and prominently on the same medium, so a specific, substantiated claim about one named aspect is not banned per se and is assessed under Arts 6-7 (misleading actions/omissions). NOTE: standalone Green Claims Dir WITHDRAWN ~Jun 2025 — do not cite it.
• UK — CMA Green Claims Code (CMA156); DMCC Act 2024 enforcement
• 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; ACCC greenwashing guidance
• 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

2 of the 7 platforms ComplyAds checks publish a dedicated policy on this (Amazon, Walmart). On the others (eBay, Etsy, TikTok Shop, Meta, Shopify), it falls under their general listing rules or the advertising law above. ComplyAds screens against EU UCPD as amended by the Empowering Consumers Directive (2024/825, applies since 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