· 2 min read
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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