How can you spot greenwashing?

For individuals

Ask five quick questions when you see a green claim:

1. What exactly is green? The whole product, only the packaging, or one factory?
2. Is there a number and a period? "30% less plastic than our 2023 pack" is clearer than "eco-friendly".
3. Who checked it? Look for a named certification or independent verification, not just a logo the company designed itself.
4. Does it rely on offsets? If "carbon neutral" comes mainly from buying credits, the product's own emissions may not have fallen much.
5. Is the future promise backed by a plan? A "net zero by 2040" claim should come with interim targets and yearly progress reports.

For businesses

If your company wants to make a climate claim, the standards above point to a few safe habits:

• Measure first. Prepare a greenhouse gas inventory under the GHG Protocol or ISO 14064-1, covering scopes 1, 2 and, where relevant, 3.
• Reduce before you balance. Show actual cuts against a base year before using credits.
• Use precise wording. Say what is covered, the period, the method and the share achieved through credits.
• Separate targets from achievements. "We aim to reach net zero by 2050" and "We are net zero" are very different claims.
• Get it verified. Independent third-party verification makes a claim far more credible and is expected under ISO 14068 and the CCPA approach.
• Disclose credit details. If you use carbon credits, name the programme, project type, vintage and whether they are reductions or removals.
• Watch every market. A claim allowed in India may be restricted in the EU, and vice versa.

This article is general information, not legal advice. For a specific claim, check the latest text of the rules and take professional advice.