Watching out for greenwashing

In the face of legislation designed to prevent greenwashing, Two Sides tells us why printing businesses should take care to be honest and open about their practices.

Earlier this year, the British Printing Industries Federation and printing business consultant Two Sides hosted a Greenwash roundtable, shining a spotlight on the harmful impact greenwashing has on the print and paper industries. 

Across the UK, leading organisations like banks, telecom providers, and utility companies are increasingly urging customers to “go paperless” under the guise of environmental responsibility. These claims, promoting electronic communications over paper bills, often suggest that ditching paper will save trees and help the planet. However, this narrative is misleading and grossly oversimplified.

Statements such as “Go paperless, save trees,” or “Move from tree-mail to email” mislead the public by implying that the shift to digital communication is always the greener option. This simplification harms an industry that directly employs over 116,000 people in the UK and over 1,096,000 across the EU. With over 8,400 UK businesses dependent on the print and paper industries (115,700 in the EU), greenwashing not only distorts the truth about the environmental footprint of paper but is also contributing to significant financial damage, costing the UK’s printing and postal industries an estimated £10 million annually. 

The issue of misleading claims is widespread. Globally, Two Sides has challenged over 2,650 companies making unsubstantiated environmental claims regarding paper. In Europe alone, it has successfully persuaded 749 companies to remove misleading statements, including major names like Axa Insurance, O2 Telefonica and Calor Gas. The primary driver for businesses pushing for paperless communication is often cost-cutting, but framing this as an environmentally superior choice is both inaccurate and damaging to an entire sector.

Yet the paper and printing industry itself must also be cautious. It’s not immune from accusations of greenwashing. Common terms such as “eco-friendly,” “recyclable,” “biodegradable,” and “carbon neutral” are often used in marketing materials, but without clear and credible evidence, these claims can be misleading. For example, phrases like “planet-positive” or “green printing” need to be backed up with solid, transparent data. It’s not enough to simply say a product is greener; businesses must substantiate these claims with facts.

To counter greenwashing, industry certifications such as FSC, PEFC and ISO14001, and carbon standards like PAS2060 or ISO 14068 provide a way to ensure that environmental claims are properly supported. These certifications act as important benchmarks, providing businesses with the framework to demonstrate real environmental integrity. The B Corp certification also offers a strong standard for businesses aiming to prove their ethical and sustainable practices.

An end to greenwashing

In the UK, the Advertising Standards Authority (ASA) regulates green claims made by businesses through Section 11 of the UK CAP Code. The ASA stipulates that all environmental claims must be clear, specific, and based on robust evidence. Generalised or vague statements are not allowed, and companies must be transparent about the lifecycle impact of their products. If there is significant debate among experts about a claim, it cannot be portrayed as universally accepted. This approach ensures that consumers are not misled by unsubstantiated claims and helps hold businesses accountable for their marketing.

The UK’s Competition & Markets Authority (CMA) has also set out clear guidelines in the Green Claims Code, which outlines six essential principles. Companies must be truthful, accurate, and transparent about their environmental claims. They should also ensure that their messaging matches the product’s actual environmental impact and doesn’t omit important details. Crucially, companies should be able to back up any claims with up-to-date, credible evidence, and consider the full lifecycle of a product when making environmental claims. This holistic approach helps ensure that companies aren’t cherry-picking aspects of their operations to appear more eco-friendly than they actually are.

Across Europe, similar frameworks are emerging. The European Commission has developed the Green Claims Directive, alongside guidelines on the use of environmental claims. These measures are designed to create a consistent legal framework that businesses operating in the EU must follow. The European Advertising Standards Alliance (EASA) has also taken steps to promote responsible advertising, including strict provisions on environmental claims. Each European country has its own national consumer protection authorities, ensuring these standards are upheld, and the European Commission has set a timeline for legislation to be introduced between late 2024 and early 2025. Countries will then have 24 to 36 months to implement these laws, making it critical for businesses to prepare for upcoming regulatory shifts.

The upcoming regulations will pay special attention to businesses making claims about being carbon neutral or achieving other carbon-related benchmarks. As this becomes an increasing focus, it’s essential that businesses ensure their environmental messaging is fact-based and verifiable.

What can companies do to protect themselves from the risks of greenwashing? First and foremost, they must ensure that any sustainability claims are based on credible sources and robust evidence. It’s also crucial for businesses to review their marketing, websites, and other communications to ensure they are not inadvertently making misleading claims. Training staff to stay informed about the latest environmental standards and regulations will also help companies avoid unintentional greenwashing.

Looking to the future, as tighter EU regulations are introduced, companies that fail to meet the necessary standards could face significant fines and penalties. By adhering to industry certifications and ensuring transparency in their environmental claims, businesses can build trust and demonstrate their genuine commitment to sustainability.

For further information on upcoming EU regulations and to stay updated on packaging and waste-related legislation, businesses can visit Two Sides’ website for the latest insights and resources. 

Staying informed and vigilant is essential in this evolving landscape, ensuring businesses avoid the pitfalls of greenwashing and maintain their credibility in the eyes of increasingly eco-conscious consumers. 

By following these principles, companies can ensure they are not only compliant with future legislation but are also seen as leaders in responsible, sustainable business practices.