Environmental businesses should make specific environmental claims they can prove, and avoid broad terms like "eco-friendly" without qualification. In the US, the FTC Green Guides explain how to substantiate claims, including carbon offsets. In the EU, Directive 2024/825 bans generic claims without proof and offset-based product neutrality claims.
- Specific beats general: say exactly what the benefit is.
- Keep evidence for every claim, before you publish it.
- Carbon offset claims need sound accounting and no double counting.
- This is general information, not legal advice.
What is greenwashing?
Greenwashing is making environmental claims that are vague, exaggerated or not backed by evidence, so a business looks greener than it is. Environmental businesses are not immune. Because your whole brand is environmental, buyers and regulators may hold your claims to an even higher standard.
What do the FTC Green Guides say?
The Green Guides are the FTC's guidance on environmental marketing claims: general principles, how consumers are likely to read claims, and how to qualify them (FTC). The FTC's Green Guides say unqualified general claims such as "eco-friendly" are hard to substantiate and should be limited to a specific, provable benefit (16 CFR 260.4). The FTC has been reviewing the Guides, so check for updates.
What are the rules for carbon offset claims?
The Green Guides say sellers of carbon offsets should use competent and reliable scientific and accounting methods to quantify reductions, should not sell the same reduction more than once, and should clearly disclose when reductions won't occur for two years or more (16 CFR 260.5).
What changed in the EU?
Directive (EU) 2024/825 bans generic environmental claims such as "eco-friendly" unless the business can show recognized excellent environmental performance, and bans claims that a product is climate neutral or has reduced impact based on offsetting. Member states must apply the rules from September 27, 2026 (EUR-Lex). If you sell into Europe, review your claims now.
How do you write environmental claims that hold up?
| Instead of | Try |
|---|---|
| "Eco-friendly tree care" | "We chip and reuse 100% of green waste from our jobs as mulch" (if true and documented) |
| "Sustainable consulting" | Describe the specific services and outcomes, with project examples |
| "Carbon neutral company" | Report your measured emissions, reductions and any offsets separately, with the standard used |
| "Green energy savings" | Show estimated output and savings with the assumptions behind them |
How we handle claims
When we write for clients, we make claims specific, link to evidence, and flag anything vague or unsupported for your legal or sustainability advisor to review. The Visibility & Lead Audit includes a green-claims check of your website and ads.
Want your website and ads checked for vague or risky claims? It's part of the Visibility & Lead Audit.
Book your Visibility & Lead AuditFrequently asked questions
Do the Green Guides apply to service businesses?
The Guides cover environmental marketing claims generally, including claims about services. Ask your lawyer how they apply to you.
Can we still use the word 'sustainable'?
Use it carefully, and qualify it with the specific practice or result it refers to.
Are the Green Guides law?
They're FTC guidance on how it applies the law against deceptive practices. Some states also reference them. Ask your lawyer.
Is this legal advice?
No. It's general information about marketing practices.
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Shiela De La Cruz
Founder of Anchor Growth Co, a marketing and automation agency for environmental businesses. A forestry graduate (BS Forestry, magna cum laude, UP Los Baños) who has worked on environmental projects since 2023 and holds three HubSpot certifications, Shiela builds marketing and follow-up systems for environmental businesses. More about Shiela