Glossary
“sustainable” in advertising: is it still allowed?
Risky as a generic environmental claim without specifics; usable with a clear reference and evidence.
Risky as a generic environmental claim without specifics; usable with a clear reference and evidence.
Only with specifics
Why the term is risky
- Generic environmental claims without recognised excellent environmental performance are considered unfair.
- The term leaves open which aspect is meant.
How to word it verifiably
- Name and substantiate the concrete aspect.
- Specify the term directly in the same sentence.
Example: before / after
Vorher
„Sustainable products.“
Nachher
„Products made of 100 % recycled polyester (evidence: independent third-party certification).“
Figures and evidence in the example are placeholders. Use only substantiated values.
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