Comprehensive Guide on Sustainability Claims

Sustainability claims are becoming a central focus of regulatory scrutiny across the European Union.

As new directives and guidelines define how companies can communicate environmental and social attributes, the way product information is substantiated, validated, and presented is undergoing a significant shift.

This guide provides a structured overview of how to approach sustainability claims in a context where transparency, accuracy, and verifiability are becoming mandatory requirements.

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Understanding sustainability claims in a regulatory context

Sustainability claims are no longer limited to marketing communication. They are increasingly regulated, requiring companies to ensure that any statement made about a product is supported by verifiable and consistent data.

This includes claims related to materials, production processes, environmental impact, and product lifecycle.

Regulators are focusing on preventing misleading or unsubstantiated claims, making it essential for companies to move from narrative-driven communication to data-backed statements.

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Inside the document

• A clear overview of what qualifies as a sustainability claim
• The main regulatory frameworks shaping claims at EU level
• Common risks associated with misleading or unverified claims
• Practical guidance on how to structure and validate product-level information
• Examples of compliant and non-compliant approaches

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Where companies face risks

Many organizations currently rely on fragmented data or high-level statements that are not fully supported by underlying information.

This creates exposure to:

• Claims that cannot be verified at product level
• Inconsistencies between marketing communication and actual data
• Lack of traceability across the supply chain
• Difficulty demonstrating compliance during audits or regulatory checks
  

As regulations become stricter, these gaps are likely to translate into legal and reputational risks.

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From claims to verified product information

Addressing sustainability claims requires a shift towards structured product data.

Companies must ensure that claims are directly linked to verifiable data points, supported by documentation, and consistent across all channels.

This approach not only reduces risk, but also creates a more reliable foundation for communicating product information to customers and stakeholders.

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Why this matters now

The regulatory landscape is evolving rapidly, with increasing focus on substantiation and transparency.

Companies that act early to structure their product data and validate their claims will be better positioned to comply with upcoming requirements and avoid last-minute adjustments.

Moving from claims to verified information is becoming a necessary step to operate in the European market.

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