When “eco” means nothing: how to spot a green claim that doesn’t hold up.
By Shreya S · Last reviewed 15 November 2026
What is greenwashing?
Making a product or company look better for the environment than it really is. In fashion it often means vague labels (“conscious”, “eco”, “planet-friendly”), highlighting one small recycled line while the rest of the business grows, or claiming to be “carbon neutral” by buying offsets rather than cutting emissions.
Have brands been caught?
Yes. Norway’s consumer authority criticised H&M’s Conscious collection claims in 2019, and in 2022 Dutch regulators secured commitments from H&M and Decathlon to change their sustainability claims. The UK’s Competition and Markets Authority investigated ASOS, Boohoo and Asda’s George over green claims, and all three agreed to change how they make them. The Higg index scores many brands used were also challenged in Norway.
What are the new EU rules?
Since 27 September 2026, the EU’s Empowering Consumers for the Green Transition directive applies across all member states. It bans generic claims like “eco-friendly” or “sustainable” unless a company can prove recognised excellent environmental performance, bans “climate neutral” product claims based on offsetting, and only allows sustainability labels backed by a certification scheme or a public authority. A stricter Green Claims Directive stalled in 2025.
How can I check a claim?
Ask three questions: what exactly, how much, and who says so? “Made with 70% recycled polyester, certified by GRS” is specific; “better for the planet” is not. Look for recognised labels, check whether the claim covers the whole product or one part, and be wary when the most “sustainable” thing about a brand is its marketing.
Read on Ayerhs: How to Avoid Greenwashing When Shopping for Sustainable Fashion · Sustainable Fashion Brands Don’t Exist