The State of Green Claims 2024: Only 3 of 163 Green Claims on products meet the new EU Directives
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Here’s what you can look forward to:
✅ Funnel analysis: Classification of all green claims—horizontally by content and formatting, and vertically by quality and transparency
âś… Meta-analyses: Grouping of all 163 green claims by category, greenwashing risk, and access & presentation of digital information
✅ Best practices: Detailed breakdown of the 3 best green claims—and what they got right
âś… Regulation made simple: The methodology also serves as a hands-on guide for implementing all EU Green Claims requirements
Background
With the release of the draft EU Green Claims Directive, a new era of “zero tolerance” for greenwashing has officially begun.
To preserve sustainability communication in Europe—and to empower consumers to make truly sustainable purchasing decisions—we conducted a comprehensive study. We tested 163 green claims from 78 brands in Germany to identify current weak spots in light of upcoming EU regulations. Our goal is to offer practical guidance to help brands meet future requirements.
Author
Max Ackermann
Max Ackermann is founder and Managing Director of info.link, the product data platform that makes brands visible in AI search and connects every physical product to the web through GS1 Digital Link. He writes about AI search and generative engine optimization (GEO), AI-powered commerce, and how brands can structure product data for ChatGPT, Gemini, Perplexity, and retailer AI assistants like Amazon Rufus.
Max has 20+ years of experience building digital products and businesses. He previously led McKinsey's Corporate Venture and Design teams across Europe, and as Managing Director of a leading US digital agency he built platforms with Nike, Google, Meta, and Airbnb. He founded the UX Design program at Central Saint Martins College, University of the Arts London, and is a Fellow of the UK's Higher Education Academy. info.link is headquartered in Hamburg and Berlin and counts GS1 Germany among its investors.
Follow Max on LinkedIn.
