Glossary
“green” in advertising: is it still allowed?
As an environmental promise (“green hotel”) it is a generic claim; as a colour or place name it is unproblematic.
As an environmental promise (“green hotel”) it is a generic claim; as a colour or place name it is unproblematic.
Only with specifics
Why the term is risky
- Suggests environmental advantages across the board.
- The context decides whether there is a claim at all.
How to word it verifiably
- Name a concrete measure instead of a label.
Example: before / after
Vorher
„The green hotel by the lake.“
Nachher
„Our hotel by the lake has been heating with a heat pump and green electricity since 2025.“
Figures and evidence in the example are placeholders. Use only substantiated values.
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