From airlines to trainers, this German NGO stops companies from greenwashing products

illuminem summarises for you the essential news of the day. Read the full piece on Euronews or enjoy below:

🗞️ Driving the news: German NGO Deutsche Umwelthilfe (DUH) has successfully taken legal action against over 100 companies for misleading environmental claims, including Adidas, Lufthansa, and Shell Germany
• These lawsuits, primarily targeting vague or unsubstantiated claims such as “climate neutral,” have led to court rulings forcing companies to revise or withdraw green marketing messages
• Recent cases involve major consumer brands in sectors ranging from aviation to cosmetics

🔭 The context: The crackdown follows a landmark 2023 ruling by Germany’s Federal Court of Justice, which established that claims like “climate neutral” must be clearly explained in advertisements
• A 2020 EU study found that over 50% of environmental claims were misleading or unverified
• Under Germany’s Act against Unfair Competition, DUH has challenged corporate claims often based on controversial carbon offset schemes

🌍 Why it matters for the planet: Unchecked greenwashing undermines public trust and distorts consumer decision-making, potentially stalling real progress toward decarbonisation
• DUH’s actions are pressuring companies to ensure transparency and accuracy in sustainability messaging, contributing to a more accountable green transition
• The litigation also highlights the limits of offset-based neutrality claims, encouraging companies to focus on actual emission reductions

⏭️ What's next: DUH is continuing its campaign, sending new cease-and-desist letters to firms like Coty, Deichmann, and L’Oréal (See sustainability performance)
• Meanwhile, Germany is preparing to implement new EU rules that will tighten oversight of environmental marketing
• A proposed EU-wide greenwashing directive is also expected to introduce stricter legal standards for sustainability claims
• If adopted, it could harmonize enforcement across member states and significantly reshape corporate green marketing practices

💬 One quote: “Such advertising claims must be credibly substantiated and presented in a way that is understandable to consumers. In our opinion, anything else is massive greenwashing and must be stopped immediately.” – Agnes Sauter, DUH

📈 One stat: A European Commission study found 40% of environmental claims in the EU were unsubstantiated and more than half were misleading

See on illuminem's Data Hub™ the sustainability performance of Adidas and its peers Nike and Puma

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