GREENWASHING
SWEET SPOT
GREENHUSHING
Legally compliant & user-friendly sustainability communication at product level.
The challenge for all brand owners
New EU directives require brands to provide consumers with legally compliant and product-specific information. The EU ECGT, Green Claims Directive, the Digital Product Passport and other directives are forcing all brands to review their packaging designs.
![](https://www.milk-food.de/wp-content/uploads/2024/07/MILK-HouseOfChange-GreenClaimsDirective-Service-1-1920x540.jpg)
Together with our partner INFO.LINK, we make it easy for food distributors to create consumer-friendly and legally compliant information pages for each product, as well as a future-proof QR code for its packaging.
Almost all packaging has to be touched.
Get started and pilot now: Only we offer the single SKU analysis incl. Artwork customization (360°/packaging) in 4 weeks to get started. This allows you to approach the challenge before you start an entire green claims portfolio analysis and roll-out.
We don’t just talk about the future of food packaging, we actively shape it with you. Don’t wait until the next packaging changeover or reorder is due. Let us show you the safe path to the future of sustainability communication on Pack now. We look forward to a no-obligation initial consultation and free demo.
Start your Green Claims portfolio analysis now and take the first step with a concrete master artwork.
MILK and info.link help your team to comply with current and future EU directives that require the sharing of product-specific environmental information with consumers.
Per-se prohibitions of the ECGT Directive
General environmental claims
Claims such as “environmentally friendly”, “green”, “climate-friendly” or “nature-friendly” must be clearly explained and substantiated, e.g. “biodegradable” would require an explanation that the packaging is degradable in home compost, for example, within one month.
Misleading overall claim
An environmental claim for the entire product or company is misleading if it only refers to one specific aspect.
“Own label” without “certification system”
It is prohibited to display a sustainability label that is not recognized by the state or based on an official certification system:
➔ /Open to all traders
➔ /Requirements developed by the system owner with experts
➔ /Handling of violations is defined (including withdrawal of the label)
➔ /Monitoring according to an objective procedure and by a third party
CO2-neutral claims based only on offsetting
CO2 neutrality claims based only on offsetting are misleading; real CO2 savings in the life cycle are necessary.