Green claims in advertising: WALLESS Associate Ieva Šmigelskaitė highlights the must-knows for business

To curb misleading green claims, Lithuania’s State Consumer Rights Protection Authority introduces draft guidelines on environmental claims in advertising. These guidelines are designed to help companies communicate their environmental efforts clearly and avoid “greenwashing”.

What businesses should focus on: 

• Be clear and precise: any claim about eco-friendliness or sustainability must be factual and verifiable. 

• Provide evidence: scientific studies or documentation must back up your claims. 

• Avoid vague language: terms like “eco-friendly” or “environmentally friendly” without context can be misleading. 

• Be transparent: don’t highlight minor environmental benefits while ignoring major negative impacts (e.g., promoting eco-friendly packaging while the product itself is highly polluting).

Non-compliance can lead to advertising being deemed misleading, with fines of up to EUR 100 000.

WALLESS Associate, product liability expert Ieva Šmigelskaitė urges to think twice before making eco-friendly or similar claims. Responsible messaging protects your brand, avoids penalties, and strengthens consumer trust. Start reviewing your advertising today.

The draft guidelines (in Lithuanian) can be accessed here: https://shorturl.at/UUfdE