In brief
Greenwashing has long been a concern, but it has recently emerged as a strategic compliance priority for brands due to several key developments. Regulators worldwide have shifted from issuing guidance to actively enforcing and penalizing misleading environmental claims. In the EU, the Empowering Consumers for the Green Transition Directive aims to enhance transparency and protect consumers by cracking down on deceptive sustainability statements. Enforcement has intensified, particularly in the fashion sector, with authorities issuing sector-specific guidance to ensure environmental claims are accurate and substantiated.
In the latest episode of the Off the Shelf podcast series, Eva-Maria Ségur-Cabanac (Partner, Baker McKenzie Vienna) and Amy Nelson-Bennett, CEO of Positive Luxury, discuss how luxury brands can make credible environmental statements without falling into the trap of greenwashing.
In depth
As brands face increasing pressure to publicly disclose their sustainability practices, they become more exposed to scrutiny from customers, campaigners, and stakeholders. Unsubstantiated or misleading statements can lead to significant legal, financial, and reputational consequences, while consumers increasingly expect brands to demonstrate credibility, integrity, and shared values in their sustainability communications.
In this podcast Eva-Maria and Amy explore:
- The common pitfalls in green advertising for fashion and luxury brands
- What retail businesses should do to ensure compliance with green claims regulations
- Practical steps which businesses should take to ensure they are prepared in the event of an investigation concerning green claims
For more information on green claims see our Green Claims Guide: Global Greenwashing Regulations and Guidance for Luxury Brands.