Sustainability is no longer a niche topic – it is a decisive purchase reason for many consumers. But with growing interest, the danger of falling into the greenwashing trap also increases. An EU study shows: Over 53% of all environmental claims (EU Commission) in advertising are misleading. From 2026, severe penalties are imminent. This article shows you how to communicate authentically and legally as an e-commerce retailer.
What is Greenwashing?
Greenwashing refers to misleading marketing practices in which companies portray themselves or their products as more environmentally friendly than they actually are. The term is composed of "green" (environmentally friendly) and "whitewashing" (cover-up).
According to a Statista survey, 56% of Germans (Statista) now know the term greenwashing – and the trend is rising. Consumers are becoming more critical and see through superficial sustainability promises increasingly faster.
Greenwashing can be subject to cease and desist orders under competition law as misleading advertising. From 2026, the EU directive will significantly tighten requirements.
Typical Greenwashing Practices in E-Commerce
In online retail, we encounter certain greenwashing patterns particularly frequently. A study by Info.link and The Goodwins shows: Over 50% of environmental claims in advertisements would no longer comply with the EU directive from 2026.
- Vague terms: "eco-friendly", "green", "sustainable" without evidence
- Misleading labels: Self-designed seals without independent verification
- Hidden trade-offs: One aspect sustainable, others problematic
- Irrelevant claims: "CFC-free" for products that never contained CFCs
- Lesser of evils: "The most environmentally friendly product in its category"
- Imagery: Green colors and nature motifs without substantive basis
The "Carbon Neutral" Problem
The claim "carbon neutral" is particularly problematic. A study from Göttingen University shows: Only about 10% of the population knows what this term actually means. Climate neutrality is often achieved through offset certificates – the actual emissions remain.
The German Federal Court of Justice ruled in 2024 that advertising with "climate neutral" without transparent explanation can be misleading. Companies must disclose how climate neutrality is achieved.
The EU Green Claims Directive 2026
The EU Empowering Consumers Directive (also known as Green Claims Directive) is expected to be transposed into national law in 2026. It sets new standards for environmental claims in advertising and has direct implications for product descriptions and marketing in e-commerce.
Evidence Requirement
All environmental claims must be supported by independent, scientifically based evidence.
Verification
Labels and seals must be verified and certified by accredited third parties.
Transparency
Consumers must have easy access to detailed information about environmental claims.
Sanctions
Violations are subject to significant fines and legal action by competitors.
Legal Risks for Online Retailers
Greenwashing is not just a reputational risk – it can have concrete legal consequences. Competition law prohibits misleading commercial practices.
| Violation | Possible Consequence | Example |
|---|---|---|
| Misleading advertising | Cease and desist | "100% sustainable" without proof |
| Unfair comparisons | Damages | "More sustainable than competitor X" |
| Consumer deception | Fines up to €100,000 | Fake environmental seals |
| EU Green Claims violation (from 2026) | EU-wide sanctions | Unsubstantiated carbon neutrality |
A Kantar study shows: 46% of consumers (Kantar SSI) believe that brands act misleadingly when it comes to environmental claims. If a company is found guilty of greenwashing, the loss of trust can be more severe than any penalty.
Authentic Sustainability Communication
The good news: Genuine sustainability can be communicated effectively and legally. The key lies in transparency, evidence, and realistic statements.
Best Practices for E-Commerce
- Specific numbers instead of vague terms: "30% less CO2" instead of "eco-friendly"
- Independent certifications: GOTS, FSC, Blue Angel, EU Ecolabel
- Transparent supply chains: ERP integration for traceable origin
- Honest communication: Also openly name potential for improvement
- Scientific evidence: Link to studies and test reports
- Lifecycle consideration: Consider the entire product lifecycle
Create a dedicated sustainability page in your online shop where you explain your measures transparently and in detail. Link to it from product pages.
Wording: Dos and Don'ts
| Risky (Greenwashing) | Legally Safe | Reason |
|---|---|---|
| "100% sustainable" | "GOTS-certified organic cotton" | Specific + certified |
| "Carbon neutral" | "CO2 offset (Gold Standard)" | Transparent method |
| "Eco-friendly" | "30% recycled material" | Measurable claim |
| "Green product" | "FSC-certified wood" | Independent verification |
| "Good for the environment" | "Reduces water consumption by 40%" | Concrete saving |
Technical Implementation in Online Shops
Your shop's technical infrastructure can support authentic sustainability communication. With Shopware 6 or WooCommerce, corresponding functions can be integrated.
- Product attributes: Sustainability features as filterable properties
- Certificate badges: Integration of official seals with links
- CO2 calculator: Transparent display of footprint per product
- Supply chain tracking: ERP interfaces for proof of origin
- Sustainability filters: Customers can filter specifically
<!-- Example: Sustainability badge with proof link -->
<div class="sustainability-badge">
<img src="/images/gots-certified.svg" alt="GOTS certified">
<a href="/sustainability/certificates/">View certificate</a>
</div>
<!-- Structured data for Google -->
<script type="application/ld+json">
{
"@type": "Product",
"hasCertification": {
"@type": "Certification",
"name": "GOTS",
"certificationIdentification": "GOTS-12345"
}
}
</script>Consumer Reactions to Greenwashing
The consequences of exposed greenwashing can be devastating. Consumers are increasingly sensitive and share their experiences on social media.
Purchase Boycott
Many consumers permanently avoid brands after greenwashing scandals
Social Media Backlash
Negative experiences spread virally and reach millions
Loss of Trust
Once lost, trust is difficult to regain
About two-thirds of consumers (IFH Retail Report 2024) in Germany trust quality seals when shopping. If this trust is disappointed, they turn away – and share their disappointment online.
Checklist: Avoiding Greenwashing
- All environmental claims are backed by independent sources
- Seals used come from accredited certifiers
- Product descriptions contain specific, measurable information
- A sustainability page transparently explains all measures
- Potential for improvement is openly communicated
- Visual language corresponds to the actual level of sustainability
- Legal review of all environmental claims before publication
- Regular updating of sustainability information
Conclusion: Honesty as Competitive Advantage
Greenwashing is tempting in the short term but risky in the long term. The EU directive from 2026 significantly tightens requirements, and consumers are becoming increasingly critical. Authentic sustainability, on the other hand, becomes a real competitive advantage.
Invest in genuine sustainability measures and communicate them transparently. With the right e-commerce strategy and technical implementation, sustainability becomes a differentiating feature that builds trust and retains customers.
As an experienced e-commerce agency, we support you in the legally compliant design of your sustainability communication – from strategy to technical implementation in your online shop.
The EU Empowering Consumers Directive is expected to be transposed into national law in 2026. Companies should prepare early as existing advertising materials will need to be reviewed.
Under competition law, cease and desist letters from competitors or consumer protection associations with injunctive relief and possibly damages claims are possible. From 2026, EU-wide sanctions will be added, which can amount to several tens of thousands of euros depending on the severity.
Reputable seals such as GOTS (textiles), FSC (wood/paper), Blue Angel or EU Ecolabel are awarded by independent, accredited bodies and regularly audited. Self-designed seals should be avoided.
The term is legally problematic. According to German Federal Court rulings, it must be transparently explained how carbon neutrality is achieved (e.g., through offsetting). Recommendation: Use more specific wording like "CO2 offset according to Gold Standard".
With Shopware 6 or WooCommerce, sustainability attributes can be created as filterable product properties, certificate badges can be integrated, and structured data can be added for Google. We are happy to advise you on the optimal implementation.
This article is based on data from: EU Commission (Environmental Claims Study), Statista (Greenwashing Awareness 2023), Kantar Sustainability Sector Index, IFH Retail Report 2024, Info.link/The Goodwins (Print Ads Study), German Environment Agency (TEXTE 27/2025).