Fespa has published an anti-greenwashing sustainability guide aimed at businesses in the print and visual communications industries, outlining how companies can make environmental claims that are “accurate, credible and evidence-based”.
The guide, titled Understanding and Avoiding Greenwash, forms part of the organisation’s Sustainability Spotlight initiative and focuses on how companies communicate sustainability claims about products, services and supply chains.
Research cited in the guide suggests many environmental claims lack clarity or proof. According to the report, more than 53 per cent of environmental claims are vague, misleading or unfounded, while 40 per cent lack supporting evidence.
The guide also highlights risks for the printing industry around terms such as “biodegradable”, “compostable” and “eco-friendly”. It notes that claims can be considered misleading even if technically correct, particularly if they omit relevant information, exaggerate benefits, or do not reflect the full lifecycle impact of a product.
To address this, the guide outlines principles underpinning environmental claims legislation in the UK and EU, stating that claims should be clear, specific, evidence-based and verifiable, and in some cases, consider the entire lifecycle of a product.
Supply chain transparency is another focus. The guide notes that businesses operating in business-to-business markets may need to provide evidence supporting sustainability claims made by their customers, meaning organisations should maintain documentation and ensure supplier information can support environmental claims.
It also points to regulatory developments, including the EU’s Directive on Empowering Consumers for the Green Transition, which is expected to introduce stricter requirements for environmental claims when fully implemented by 2026. The directive is expected to place greater emphasis on substantiated claims, certification schemes and transparency around carbon-related claims and offsets.
Fespa encourages companies to adopt a “lifecycle and systems-thinking” approach to sustainability, examining impacts from raw materials and manufacturing through to distribution, use and end-of-life.
The guide also suggests businesses use recognised certifications and strengthen internal processes to support and validate sustainability claims, while improving communication with customers and supply chain partners.
Fespa says the guide is intended to help companies avoid reputational and legal risks associated with misleading environmental claims while responding to increasing regulatory scrutiny.