The State of Green Claims 2025 Report: More than half of Green Claims in print ads would soon be non-compliant
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Here’s what you can look forward to:
✅ Funnel analysis: Classification of all green claims based on how well they meet transparency requirements and content standards under German Federal Court rulings and the EU Empowering Consumers Directive.
✅ Meta-analyses: Grouping of all 164 green claims (from over 2,000 print ads) by category, greenwashing risk, and access & presentation of digital information.
✅ Deep dives: Detailed breakdown of the best green claims from leading industries—and what they got right.
✅ Regulation made simple: The methodology also works as a hands-on guide for implementing all EU Green Claims 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.
