Glossary
“eco-friendly” in advertising: is it still allowed?
Named in the Directive itself as an example of a generic environmental claim.
Named in the Directive itself as an example of a generic environmental claim.
High risk
Why the term is risky
- Not allowed without recognised excellent environmental performance.
- A frame of comparison is almost always missing.
How to word it verifiably
- Replace with a concrete, measurable property.
Example: before / after
Vorher
„Eco-friendly cleaning.“
Nachher
„We clean with products that carry the EU Ecolabel.“
Figures and evidence in the example are placeholders. Use only substantiated values.
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