Guide To Greenwashing In Packaging: Materials, Standards & Best Practices | Bioleader® Sustainable Packaging

Manufacturers should avoid vague claims, define the exact environmental attribute, verify that evidence covers the finished product, qualify disposal conditions, control wording across departments, and review claims whenever the material, supplier, formulation, packaging component, or destination market changes.

One example is marketing a plastic composite containing bamboo powder as though the finished article were made entirely from natural bamboo. Other examples include calling a package “eco-friendly” without defining the benefit, presenting industrially compostable packaging as home compostable, or describing packaging as recyclable without considering actual collection and processing conditions.

EU Member States had until 27 March 2026 to transpose Directive (EU) 2024/825. The rules will apply from 27 September 2026. Packaging artwork, product-page copy, labels, icons, and distributor listings should therefore be reviewed before the application date.

The main adopted changes come from Directive (EU) 2024/825. From 27 September 2026, consumer-facing generic environmental claims and sustainability labels will face tighter controls. Packaging buyers should verify that claims are specific, clearly qualified, supported by relevant evidence, and limited to the correct product and component scope.

Greenwashing is the practice of making a product, company, service or activity appear more environmentally responsible than the available evidence supports. It can involve vague language, selective information, misleading imagery, unsupported labels or exaggerated claims about recyclability, biodegradability, compostability, plastic content or other environmental characteristics.