How to Evaluate an Environmental Claim: Key Statistics and Trends

Current figure

In 2021, a coordinated screening of websites by the European Commission and national consumer protection authorities found that 42% of environmental claims (green claims) were exaggerated, false, or deceptive and could potentially qualify as unfair commercial practices under EU rules.

Measurement date

The sweep was conducted in 2021, with results published on 28 January 2021. The European Commission carries out such sweeps periodically, but there is no fixed annual schedule. The 2021 sweep is the most recent comprehensive EU-level assessment of green claims available.

Previous figure

A similar EU-wide sweep in 2014 also found that 42% of environmental claims were problematic. The absolute change between the two sweeps is 0 percentage points, indicating a persistent level of potentially misleading claims over seven years.

Long-term trend

Data from the two major EU sweeps show no improvement in the accuracy of green claims over time. The 2014 sweep examined 344 websites and found 42% of claims to be exaggerated, false, or deceptive. The 2021 sweep examined 344 websites and again found 42% of claims to be problematic. This consistency suggests that greenwashing remains a significant and unresolved issue in consumer markets.

Data source

The primary data source is the European Commission’s Directorate-General for Justice and Consumers, in cooperation with national consumer protection authorities of EU Member States, coordinated by the International Consumer Protection and Enforcement Network (ICPEN). The results are published in the European Commission’s press release and accompanying factsheet: “Screening of websites for ‘greenwashing’: half of green claims lack evidence” (January 2021). Additional data comes from the UK Competition and Markets Authority (CMA) and its Green Claims Code enforcement activities.

Methodology

The 2021 sweep involved consumer protection authorities from 27 EU countries, Norway, Iceland, and the United Kingdom. They screened 344 websites making environmental claims across various sectors, including clothing, cosmetics, and household equipment. Authorities assessed whether the claims complied with the EU Unfair Commercial Practices Directive, checking for clarity, specificity, accuracy, and substantiation. Claims were flagged if they were vague (e.g., “eco-friendly”), lacked evidence, or used misleading labels. The sample was not random but targeted websites where misleading claims were suspected, so the 42% figure represents the proportion of claims found to be problematic among those screened, not necessarily the prevalence across all online commerce.

Why annual values fluctuate

Since sweeps are not conducted annually, there is no year-on-year fluctuation. However, the rate of misleading claims can vary between sweeps due to changes in the sectors examined, the specific claims targeted, and evolving marketing tactics. For example, the 2021 sweep included a focus on claims related to circular economy and sustainability, which may have introduced new types of vague or unsubstantiated claims. Additionally, increased consumer demand for green products may incentivize more companies to make environmental claims, some of which may be misleading.

Regional variation

The 2021 sweep covered EU/EEA countries and the UK. While the overall rate of misleading claims was 42%, there were variations by sector and claim type. The UK’s Competition and Markets Authority (CMA) conducted its own review of the fashion sector in 2022, finding that 40% of green claims made by fashion brands were potentially misleading. The CMA also identified that 60% of claims lacked sufficient information for consumers to judge their accuracy. A breakdown by claim type in the EU sweep showed that 59% of claims lacked easily accessible evidence, and 37% used vague terms such as “eco-friendly” without substantiation.

Meaning and limitations

The 42% figure indicates that a significant share of environmental claims made online are potentially misleading, but it does not represent the prevalence of greenwashing across all products or sectors. The sweep targeted websites where authorities suspected non-compliance, so the true rate of misleading claims in the broader market may be lower. Additionally, the assessment was based on the EU’s Unfair Commercial Practices Directive, which sets a high bar for clarity and substantiation; some claims flagged as misleading might not be intentionally deceptive. The figure is a useful indicator for consumers and regulators to remain vigilant, but it should not be interpreted as a definitive measure of all green claims.

Next expected update

The European Commission has not announced a date for the next sweep. However, with the proposed Directive on Green Claims expected to be adopted in 2024, further enforcement actions and sweeps are likely. The UK CMA continues to investigate misleading environmental claims and may publish updated findings periodically. Stakeholders should monitor the European Commission’s consumer policy page and the CMA’s website for announcements.

Downloadable chart or table

The table below summarizes the key data points from the EU sweeps. The underlying dataset can be downloaded from the European Commission’s press release database or the ICPEN website.