What is greenwashing? Examples of the phenomenon

Greenwashing — what it is and why it’s dangerous

Greenwashing refers to any actions (e.g., advertising campaigns) undertaken by companies to convey to consumers that their products or services are environmentally friendly, or have a more positive impact on the environment than they actually do. Greenwashing is also identified when a company emphasizes small-scale ecological initiatives in a way that overshadows other environmentally harmful activities.

To mislead consumers, companies often rely on generalizations, falsified data, or marketing slogans without real basis.

The term greenwashing originated in the 1980s. Today, companies employ increasingly sophisticated marketing tactics, but the beginnings of “green deception” were much simpler. It started when a hotel in Fiji placed signs in guest bathrooms asking visitors to reuse towels to protect the environment.

In reality, the initiative aimed to reduce operational costs by minimizing laundry services. At the same time, the hotel was undergoing intensive construction that was environmentally destructive. Environmentalist Jay Westerveld noticed the issue and coined the term greenwashing, which quickly spread globally.

Greenwashing practices are dangerous for both consumers and the companies that employ them. Consumers risk making uninformed choices and inadvertently supporting unethical practices that harm the environment. For individuals striving to preserve biodiversity or reduce the use of natural resources, greenwashing undermines their values and efforts.

Companies practicing greenwashing risk damage to their reputation—and not just that. In every European Union country, there are authorities tasked with safeguarding fair competition and consumer protection. Violating these regulations can lead to investigations and multi-million euro fines for making false or misleading commercial claims.

Greenwashing — examples in advertising and corporate practices

In 2024, one of the most high-profile cases of greenwashing involved 20 airlines, including major companies such as Lufthansa, Air France, and Etihad Airways. The case was serious enough to attract the attention of the European Commission and local competition authorities. The allegations mainly concerned:

• Creating a misleading impression that customers’ additional payments for climate-related initiatives (added to ticket prices) directly reduced emissions.
• Using the term Sustainable Aviation Fuel (SAF) without clarifying how it differs from conventional jet fuel.
• Claiming that airlines were approaching zero emissions without specifying concrete targets, guidelines, or measurement indicators.
• Providing consumers with an online CO₂ calculator for flights without sufficient explanations to determine the reliability of the results or how the calculations were made.
• Offering flight comparison tools based on emissions without indicating the criteria used for comparison.

Airline misrepresentation is far from the only case of greenwashing. H&M has been accused of misleading use of the term “Sustainable Fashion”. Similarly, the clothing brand Innocent faced criticism, and coffee machine producer Keurig was accused of misrepresenting recycling information. The British company Quorn, a meat substitute producer, faced allegations of unverified carbon footprint data.

It is clear that greenwashing appears across many industries. Anywhere a company highlights environmental initiatives, energy savings, or the use of renewable energy, there is a risk of misleading practices.

How to recognize greenwashing — practical tips for consumers

Every day, we are bombarded with information in the media. Recognizing greenwashing is not always easy, especially as companies try to make their claims sound credible, using attractive charts, slogans, and tables. Here’s what to look out for:

• Look for evidence – Any environmental claim should be based on verifiable, hard data such as reports, scientific publications, or certifications from independent organizations. Transparency in production processes is also a good indicator.
• Be wary of generalizations – Phrases like “Eco-friendly,” “Natural,” or “Green” are often used without details. A label alone does not make a product sustainable.
• Check for selective claims – Some companies emphasize one green aspect while ignoring others. For example, a clothing brand might advertise recycled materials while the production process itself is highly polluting.
• Look for consistency – Companies genuinely committed to sustainability maintain consistent practices and pursue the same environmental goals through multiple initiatives. A company claiming zero emissions simply by purchasing carbon credits cannot be considered truly eco-friendly.

How to counter greenwashing — Tthe role of consumers and regulations

Combating greenwashing requires a two-pronged approach. Consumers should carefully evaluate company claims and boycott those that are unreliable or not evidence-based. At the same time, EU member states are responsible for tightening legal frameworks so that misleading practices can be detected and addressed quickly.

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