Is it ever acceptable to use the word 'sustainable' in marketing after ECGT?

Yes, but only with a recognised EU certification scheme as substantiation — such as EU Ecolabel, EMAS, or organic certification under EU regulations. Using 'sustainable' as a standalone descriptor without such certification is banned under ECGT from September 2026.

What is the safest way to make environmental claims under ECGT?

Use specific, quantified claims backed by named certifications or verified data. 'Made from 60% post-consumer recycled plastic, independently verified' is far safer than 'made sustainably'. The more specific and verifiable the claim, the lower the compliance risk.

Can we say a product is 100% recyclable under ECGT?

Yes, with conditions. The claim must reflect realistic recyclability in the markets where the product is sold, not theoretical recyclability. You should specify the geography and collection type: 'Packaging recyclable in standard household collections in Germany and France.' The claim must not imply the product itself is sustainable.

Are comparative sustainability claims allowed?

Yes, under ECGT Article 3. But you must disclose what you are comparing, the metric used, the methodology (ideally an ISO standard), and the data source with date. 'Greener than before' is not compliant. '30% lower carbon footprint than our 2022 model per lifecycle assessment ISO 14044' is.

How do I handle existing marketing materials that contain banned terms?

Any content still live after September 2026 is subject to enforcement — there is no grandfather clause. Audit your current copy now, prioritise high-traffic pages, and replace generic claims with specific, evidenced alternatives. The GreenClaims Scanner can identify all instances of banned terms on your site automatically.

Sustainability Claims: Dos and Don'ts (ECGT Guide)

Copywriters and content managers need a fast reference, not a 50-page legal guide. This page is that reference. Every claim type a typical marketing team encounters is covered below, with a clear verdict and a compliant alternative where the original claim is problematic.

Underlying framework: EU Directive 2024/825/EU (ECGT), enforceable from September 2026. For the full legal analysis, see the ECGT compliance guide. To check your live site against these rules, scan your website free.

The Master Do/Don't Table

Claim	Status	Why	Compliant Alternative
"Eco-friendly"	BANNED	Generic claim, no substantiation possible without EU ecolabel	"Certified EU Ecolabel" or specify the attribute: "made with 80% recycled material"
"Environmentally friendly"	BANNED	Same as eco-friendly	"Our manufacturing emits 40% less CO₂ than industry average (ISO 14064 verified)"
"Sustainable"	BANNED without EU certification	No standalone use without recognised certification scheme	"EMAS certified" or "organic certified (EC 834/2007)"
"Green"	BANNED	Generic, unverifiable	Name the specific environmental attribute
"Carbon neutral"	BANNED if offset-only	Offsets do not reduce emissions; claim is misleading by omission	"We offset remaining Scope 1-2 emissions via Gold Standard credits; see our reduction roadmap"
"Climate neutral"	BANNED if offset-only	Same as carbon neutral	Disclose mechanism and scope explicitly
"Net-zero"	RESTRICTED	Requires a public, detailed, time-bound plan with interim milestones	"We are targeting net-zero by 2040 per our published transition plan [link]; current Scope 1-2 emissions: X tonnes"
"Natural"	RESTRICTED	Cannot imply environmental benefit without substantiation	"Made from certified organic cotton (GOTS certified)"
"100% recyclable"	CONDITIONAL	Must reflect realistic recyclability, not theoretical; must not imply product sustainability	"Packaging recyclable in standard household collections in Germany, France, and the Netherlands"
"Made from recycled materials"	ALLOWED with %	Specific, verifiable	"Made from 60% post-consumer recycled plastic, independently verified"
"Greener than our previous model"	ALLOWED with methodology	Comparative claims require methodology disclosure	"30% lower carbon footprint than our 2022 model, per lifecycle assessment (ISO 14044)"
"EU Ecolabel certified"	ALLOWED	Recognised EU certification	Always preferred — adds the label logo
"EMAS certified"	ALLOWED	EU Eco-Management and Audit Scheme	Specify scope: "our manufacturing facility is EMAS certified"
"Organic" (food)	ALLOWED with certification	EU organic regulations provide the framework	"Certified organic per EU Regulation 2018/848"
"Biodegradable"	RESTRICTED	Must specify conditions and timeframe	"Biodegradable in home composting conditions within 12 weeks (EN 17427 certified)"
"Plastic-free"	CONDITIONAL	Must be true for the entire product and packaging	"No plastic in product or packaging" — only if literally true
"Ethically sourced"	RESTRICTED	"Ethical" is vague; must reference specific standards	"Fairtrade certified" or "sourced from Rainforest Alliance certified farms"
"Responsible sourcing"	RESTRICTED	Same as ethically sourced	Name the standard: "FSC certified timber"
"We care about the planet"	BANNED as standalone claim	Claim of environmental benefit without substance	Remove or replace with a specific action: "We invested €2M in renewable energy in 2025"
"Committed to sustainability"	BANNED without plan	Future commitment without public, verifiable plan	"Our 2030 sustainability roadmap [link] sets binding targets for emissions, water, and waste"

How to Rewrite the Most Common Problematic Claims

"Eco-friendly packaging"

This is the most common claim we flag in scans. The fix is always the same: replace the generic with the specific.

What you probably mean: the packaging contains recycled content, or is recyclable, or uses less material than before. Say that instead.

DON'T: "Eco-friendly packaging"
DO: "Packaging contains 70% recycled cardboard, recyclable in standard household collections"
DO: "Packaging redesigned in 2024 to use 30% less material — see our packaging report [link]"

"Our products are made sustainably"

"Sustainably" is one of the banned terms without certification. "Made sustainably" is a claim that covers the entire production process — a claim almost no product can substantiate comprehensively.

DON'T: "Our products are made sustainably"
DO: "Our factories are EMAS certified. Our cotton is GOTS certified organic. Our packaging contains 60% recycled material."

"Carbon neutral delivery"

Offset-based carbon neutrality for delivery is one of the most scrutinised claims in e-commerce. Under ECGT, "carbon neutral" based on offsets alone is banned.

DON'T: "Carbon neutral delivery"
DO: "We offset delivery emissions through Gold Standard-verified projects. Average delivery emits 1.2kg CO₂e, offset at €0.03 per order. See our offset portfolio [link]."

"Net-zero commitment"

A future commitment claim that does not link to a public plan is non-compliant from September 2026.

DON'T: "We are committed to net-zero by 2040"
DO: "We are targeting net-zero by 2040. Our transition plan [link] sets 2026 and 2030 milestones and covers Scope 1, 2, and material Scope 3 emissions."

"Made with natural ingredients"

"Natural" as an environmental claim is banned without substantiation. "Natural" used purely as a descriptive product attribute (not implying environmental benefit) may be acceptable if not positioned as an eco-claim.

DON'T: "Made with natural ingredients — better for you and the planet"
DO: "Made with organic plant extracts (COSMOS certified)" — if you have the certification
DO: "Made with botanical ingredients" — if you want the descriptive attribute without environmental implication

Rules for Specific Claim Types

Certifications and Labels

EU-recognised certifications are the safest substantiation for environmental claims. Always:

Name the certification explicitly (not just "certified sustainable")
Specify the scope (the product, the manufacturing process, the raw material)
Display the certification mark alongside the claim
Link to the certification body's verification page

Percentage Claims

Quantified percentage claims ("60% recycled content") are generally the most defensible format. They are specific, verifiable, and limited in scope. Rules:

The percentage must be accurate and independently verifiable
Specify what the percentage refers to (by weight? by cost? by material type?)
Do not imply the remaining percentage is irrelevant

Comparative Claims

Legal under ECGT if the methodology is disclosed. Required disclosures:

What is being compared (specific competitor, previous model, industry average)
The metric (carbon footprint, energy consumption, water use)
The methodology (ISO standard or equivalent)
The data source and date

Future Commitment Claims

Legal under ECGT if the plan is public and credible. Required elements:

Target year
Scope coverage (which emissions, which activities)
Link to the public transition plan
Interim milestones (minimum: one milestone before the target year)
Methodology for measuring progress

The Fast Self-Check

Before publishing any environmental claim, ask three questions:

Is it specific? If you cannot put a number, a standard, or a named certification on it, it is probably not specific enough.
Do you have the evidence? If a regulator asked you to justify this claim tomorrow, what document would you hand them? If the answer is "nothing", fix it before publishing.
Is the scope clear? Does the claim accurately represent what it covers? If it says "our products" but only the packaging is addressed, it is misleading by scope.

For a full compliance check of everything currently live on your site, the GreenClaims Scanner runs in under two minutes and flags every claim that would fail these three questions under ECGT rules. The audit checklist for marketing teams provides a structured approach to working through the results systematically.