Packages and closures for packaging

How to avoid greenwashing? – Conference summary

Greenwashing, a negative market practice involving the promotion of products, services, or packaging as eco-friendly without real basis, is becoming an increasingly significant issue. The recent conference, “Greenwashing in the Packaging Industry,” organized by Rekopol in collaboration with the Maruszkin Law Firm, provided valuable insights on how to avoid such manipulations and make conscious purchasing decisions.


According to the 2024 Ekobarometr study by SW Research, 68% of consumers believe that ecological slogans are used purely for promotional purposes, while 58% complain about the overuse of eco-related claims in campaigns. Common examples include unjustified statements like “100% natural” or “chemical-free,” which often lack factual support. Special attention should be paid to product names. Many companies use terms like “eco,” e.g., eco-bananas or eco-grains, which can mislead consumers. Another example is vague claims such as stating that a product contains 95% natural ingredients, while it turns out that the dominant ingredient is water, which does not substantiate the product’s high natural quality. Therefore, it’s essential to approach such messages critically, especially when there is no evidence of environmentally friendly practices.


So how can you identify greenwashing messages?
Here are 5 key principles to help you become a conscious consumer:

1. Look critically and read labels – Be cautious of products with seemingly “green” claims. Examples include “beverage cans that are recyclable” (all aluminum cans meet this criterion) or “protein mozzarella” (all mozzarella contains a lot of protein – this isn’t unique).


2. Check certifications – Pay attention to reliable labels, such as EU Ecolabel, Fair Trade, or FSC. These certifications are based on specific criteria and ensure transparency regarding environmental impact and ethical production standards.


3. Analyze overly generic claims – Companies practicing greenwashing often use vague terms like “eco-friendly,” “sustainable,” or “environmentally friendly” without providing evidence or examples. If a company has been in the market for years and only recently began mentioning its positive environmental impact, it’s worth investigating further. If such claims are true, evidence should be made available.


4. Verify through reliable sources – Organizations such as UNEP, WWF, or Greenpeace provide credible information on ecological initiatives.


5. Educate yourself – The more you know about climate change, the harder it will be to deceive you.


In Poland, three key laws allow consumers to address cases of greenwashing and protect them from being misled. These include:
- The Act of August 23, 2007, on Counteracting Unfair Market Practices,
- The Act of February 16, 2007, on Competition and Consumer Protection,
- The Act of April 16, 1993, on Combating Unfair Competition.


The Polish legal system currently lacks a provision that explicitly defines the concept of greenwashing. However, this does not mean such practices are permitted or that consumers are defenseless. The aforementioned regulations are crucial in counteracting this phenomenon.


Greenwashing poses a challenge that requires consumers to think critically and verify information. Environmental awareness is not just about avoiding plastic or choosing “green” products but, above all, thoroughly analyzing which actions truly have a positive impact on the environment.

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