Green claims & competition law

Our law firm is intensively dedicated to the challenges of green advertising and the associated competition law aspects. We offer comprehensive advice on ‘greenwashing’, ‘climate neutrality’ and EU organic standards to ensure that your corporate communications are not only effective but also legally compliant.

Advertising with green values is almost indispensable today. Environmentally friendly”, “climate neutral” and “organic” are just a few examples that you often see.

Phenomenon of the times: greenwashing

Greenwashing is relevant from a competition law perspective as it can deceive consumers and hinder fair competition when companies use misleading environmental claims to gain an advantage in the market.

The article“Greenwashing: Real sustainability or mere image cultivation?” sheds light on the practice of greenwashing, in which companies present themselves as greener than they are and how to recognize greenwashing and what consequences it can have.

Climate neutral or not?

Very few people know what the term “climate neutral” means, for example. The article“What advertising with the term “climate neutral” really means” shows that there are various ways to achieve climate neutrality. The Frankfurt Higher Regional Court sets important limits for the duty of companies to inform their customers.

In the articles on advertising with climate neutrality, it becomes clear what obligations companies have with green marketing and, in particular, how they should communicate this in a legally compliant manner in order to avoid sanctions.

Another article makes it clear, however, that there is still a need for clarification regarding the question of when the “climate-neutral” green claim is misleading or permissible.

Last but not least, proceedings against Katjes and Mühlhäuser have shown that the devil is in the detail when it comes to advertising with green promises.

European regulations

The EU Organic Regulation specifies the standards that companies must meet in order to advertise their products with an organic label. What can consumers expect when buying organic products?

In our podcast “Kaffeerecht” we discuss the topic of greenwashing and environmental claims in detail.

Using Green Claims in Compliance with the Law

The risk of greenwashing poses a significant challenge for companies, as green claims in particular can mislead consumers and lead to legal consequences. Transparent and well-founded communication of environmental measures is therefore essential to maintain customer trust and prevent legal disputes. Our law firm helps you design your marketing strategies so that they comply with current legal requirements while remaining authentic and transparent. Only through careful review and proper implementation of environmental claims can companies successfully convey sustainable advertising messages in compliance with the law. At a time when environmental awareness is increasingly influencing consumers’ purchasing decisions, it is more important than ever to avoid greenwashing and instead focus on genuine and verifiable sustainability.