Reliability of Sustainability Claims

Greenwashing has become a growing policy concern as businesses increasingly market products, services, and practices using environmental claims. Misleading or unsubstantiated claims can weaken consumer trust, distort competition, and undermine genuine sustainability efforts. In response, governments around the world are introducing new rules to improve the reliability of environmental information in the marketplace. 

This report provides a comparative overview of regulatory responses to greenwashing in Australia, Canada, Chile, Colombia, the European Union, France, India, Kenya, Peru, Switzerland, the United Kingdom, and the United States. It reviews how countries are using different policy tools, including consumer protection and competition law, sector-specific legislation, advertising standards, and upcoming specific greenwashing proposals. 

The mapping reveals significant progress. Most jurisdictions now embed core principles—truthfulness, clarity, substantiation, and transparency—into their regulatory frameworks. At the same time, persistent gaps remain. Pathways to credible evidence are often underspecified, leaving companies uncertain about what counts as adequate substantiation. Data collection along complex value chains remains a major implementation challenge, particularly for smallholders and small and medium-sized enterprises (SMEs). And while many regulations recognize third-party certifications and VSSs as admissible evidence, few clearly define the criteria that make such schemes credible. 

The report argues that effective greenwashing regulation must balance credibility with inclusiveness. It offers recommendations across three areas: 

• strengthen the design of substantiation requirements and adopt proportionate approaches to reflect differences in company size, sector, and position in the value chain,
• enable implementation by investing in data infrastructure and producer support, combining enforcement with guidance and consumer awareness, and promoting cooperation and experience sharing, and
• support compliance by clarifying the role of VSSs through recognition criteria rather than endorsements of specific schemes. 

Together, these recommendations point toward regulatory responses that empower consumers, support producers, and promote credible sustainability markets globally.