What Is Greenwashing?

As more consumers demand sustainability, many companies are responding with products that claim to be eco-friendly. But are these claims always true, or are we being misled? In Episode 3 of Smoke and Mirrors: Let's Make it Clear with Laura Young, we discuss the phenomenon of greenwashing — what it is, why it's a problem, and how you can avoid falling for it.

The scale of the problem is significant. A 2021 study by the European Commission found that 53% of green claims made by companies were vague, misleading, or unsubstantiated. In the UK, the Competition and Markets Authority (CMA) reviewed 500 businesses and found that four in ten green claims could be breaking consumer protection law. This is not a fringe issue — it is a widespread practice across almost every consumer category.

What Is Greenwashing?

Greenwashing is a marketing tactic used by companies to make their products, services, or practices appear more environmentally friendly than they actually are. It's a way for brands to appeal to the growing demand for sustainability without making substantial changes to reduce their environmental impact.

Greenwashing can take many forms. It might be a vague or misleading claim on a product label, such as "all-natural" or "eco-friendly," without providing evidence to support the statement. Sometimes, it's about using recycled or minimal packaging for an otherwise unsustainable product. These tactics are designed to make consumers feel like they are making a positive environmental choice when, in reality, they are not.

Common Examples of Greenwashing

One of the most common examples of greenwashing is in the fashion industry, where brands claim that their clothing lines are made from "sustainable" or "recycled" materials. However, when you look closer, you often find that only a small percentage of the product is recycled, or the process itself is harmful to the environment. Similarly, airlines might plant trees to offset carbon emissions but ignore the more substantial impact of frequent flights on climate change.

In some cases, even words like "biodegradable" or "compostable" can be misleading. A product labelled biodegradable may only break down under specific industrial composting conditions that most households cannot access. Without specifying the conditions under which a product breaks down, these terms can give a false impression — and this is extremely common in the pet waste bag market, where "compostable" bags often require industrial facilities not available through most UK council collections.

Some well-documented UK examples include:

• Fast fashion "conscious" collections — major high street retailers have launched sustainable ranges that, on investigation, contain only marginally less synthetic material than their standard lines, while overall production volume continues to increase.
• Supermarket "eco" own-label ranges — products branded with leaf imagery and green colour schemes that carry no third-party certification and no independently verified environmental benefit.
• Plastic-free claims on packaging — products described as plastic-free that use bio-based plastics, which are chemically identical to conventional plastics in terms of their environmental breakdown behaviour.

Greenwashing vs Genuine Sustainability — What Is the Difference?

The difference between greenwashing and genuine sustainability comes down to evidence, transparency, and systemic change.

A genuinely sustainable brand can answer the following questions clearly and specifically:

• What is the product made from, and where do those materials come from?
• What happens to the product at the end of its life, and under what conditions?
• Is the claim verified by an independent third party, and which one?
• Is the company reducing its overall environmental footprint, or just one aspect of it?

A greenwashing brand typically cannot answer these questions without resorting to vague language. This is precisely why we built Project Harmless the way we did. Our Harmless Poop Bags are not labelled "biodegradable" or "compostable" — because those terms are frequently misused. They are water-reactive, made from medical-grade PVA, and designed to disintegrate in water and landfill conditions that actually exist in the UK. That is a specific claim, not a vague one.

UK Regulations on Green Claims

The UK's Competition and Markets Authority published the Green Claims Code in 2021, setting out six principles that all environmental claims must meet to be lawful. Claims must be truthful and accurate, substantiated by robust evidence, clear and unambiguous, and must not omit material information that would change a consumer's decision.

Enforcement has been increasing. The CMA has opened formal investigations into fashion brands, and the Advertising Standards Authority regularly upholds complaints against environmental claims in advertising. From 2026, the EU's Green Claims Directive will require independent verification of all environmental claims made to EU consumers — a standard that is likely to influence UK practice even post-Brexit.

If a brand is selling to you in the UK and making an environmental claim, they are legally required to be able to substantiate it. If they cannot, you can report it to the CMA or the ASA.

Why Is Greenwashing a Problem?

Greenwashing is problematic because it prevents real progress. When companies put more effort into appearing sustainable than actually becoming sustainable, they take advantage of consumers' desire to make a positive difference. This misrepresentation can lead consumers to unknowingly support unsustainable practices, slowing down the movement towards genuine change.

Additionally, greenwashing undermines the credibility of truly sustainable brands. When misleading claims are widespread, consumers may become sceptical about all environmental claims, making it harder for genuinely eco-friendly companies to gain trust and support. This is one of the biggest challenges that small, genuinely sustainable businesses face — because the brands with the largest marketing budgets can shout the loudest, regardless of the substance behind their claims.

How to Spot Greenwashing

Laura Young offers practical guidance for spotting greenwashing and making informed choices:

• Look for specifics, not slogans. Be wary of vague terms like "natural" or "green" used without context. A genuinely sustainable product will tell you exactly what it is made from, where those materials come from, and what happens at end of life. If the label says "eco-friendly" and nothing else, ask why.
• Check for third-party certification. Certifications like the Soil Association Organic, FSC, B Corp, or EU Ecolabel require independent verification. A brand displaying these logos has been assessed by an organisation with no commercial interest in the outcome. A brand's own "sustainability standard" is not the same thing.
• Read the small print on biodegradable and compostable claims. Ask: biodegradable under what conditions? Compostable in an industrial facility or at home? If a product only breaks down in an industrial composting facility, it will not break down in your council bin collection in most UK areas.
• Check for transparency across the whole business. Companies truly committed to sustainability are transparent about their practices — including where they fall short. If a brand makes bold claims but has no supply chain information, no impact report, and no named founders or makers, that is a red flag.
• Beware of distraction claims. Words like "plastic-negative," "carbon-neutral," or "net zero" are often used to draw attention away from more significant impacts. An airline that is "carbon-neutral through offsetting" is not the same as an airline that has reduced its emissions. Look at the whole picture, not just the headline claim.
• Use independent resources. The Good Shopping Guide, Good On You (for fashion), and Ethical Consumer magazine all provide independent assessments of brand sustainability claims — useful when a brand's own marketing is difficult to verify.

Frequently Asked Questions

Is biodegradable the same as compostable?

No. Biodegradable means a material will eventually break down, but gives no timeframe or conditions — conventional plastic is technically biodegradable over hundreds of years. Compostable means a material will break down within a defined timeframe, but only under specific conditions, usually in an industrial composting facility with controlled heat and humidity. In the open environment — water, soil, or standard UK landfill — compostable plastic bags can persist for a very long time, just like conventional plastic. Being compostable does not mean a material will disintegrate if it ends up in a river, a field, or a bin bag. A third option — water-reactive materials like those used in Harmless Poop Bags — disintegrate in water and open environments without requiring any specific composting facility.

Are all eco certifications trustworthy?

Not equally. Third-party certifications from established bodies (Soil Association, FSC, B Corp, EU Ecolabel) carry independent verification and are generally reliable. Self-awarded certifications or in-house sustainability standards carry no independent verification and should be treated with scepticism.

What should I look for when buying sustainable products?

Specific material information, independent certification, transparent supply chain details, and a brand that can clearly explain what happens to the product at end of life. If a brand cannot answer these questions clearly, look for one that can.