Green claims have been subject to an intensified scrutiny by regulators and subject to consumer claims globally. In this article, we explore the importance of aligning marketing and product claims. Statements made about products, made on product packaging, websites, or annual reports that have global reach, can lead to fines, consumer group actions and reputational damage, showing that businesses must rethink how they communicate their environmental impact. In order to avoid greenwashing risks, this article emphasises the importance of supply chain due diligence, evidence-based substantiation and legal compliance within individual countries when making sustainability claims.
