Ieva Šmigelskaitė on Green Claims: what businesses need to know

80% of online shops share information about their products’ environmental impact. Yet 53% of sustainability claims are misleading, 40% have no evidence behind them at all, and 56% of consumers say they have encountered misleading green claims firsthand. 
 
From 27 September 2026, Lithuanian law sets a clear new standard: every green claim must be specific, verifiable, and backed by evidence. “Eco”, “Green”, recycling symbols, “climate neutral” – none of it holds up without proof. The shift is straightforward: empty language out, clear and honest messaging in. 
 
Ieva Šmigelskaitė, WALLESS Senior Associate, unpacked what this means for businesses at the “Atliekos” conference – what counts as a green claim, what needs to change, and how to prepare.