How can you secure your claims and combat greenwashing with Ecocert?

Today, environmental and social claims are under greater scrutiny than ever. A poorly worded promise, a vague statement, or a claim that is not sufficiently substantiated can undermine trust between your brand and consumers, while exposing your business to legal, reputational, and commercial risks. In this context, securing your communications through the expertise of an independent third party such as Ecocert has become a priority.

To address the needs arising from the new regulatory framework designed to combat greenwashing, and more specifically the Empowering Consumers (EmCo) Directive, Ecocert offers four complementary solutions – available here. Together, they cover the entire claims lifecycle: understanding requirements, structuring messages, selecting a robust trust framework, and verifying supporting evidence.

Why is the EmCo Directive a game changer for brands?

The direction is clear: environmental and social claims can no longer be approximate or ambiguous. Consumers expect commitments that are clear and verifiable, while regulators are increasing their scrutiny of unsubstantiated claims.

In this new environment, the question is no longer simply “What can we say?” but rather:

• What can we prove?

• How can we communicate it without risk?

• What level of evidence is expected?

• How can we demonstrate consistency between our messaging, actions, and results?

This is precisely where an independent third party adds value: by helping transform an intention into a clear, consistent, and evidence-based claim.

ECOCERT’S 4 SOLUTIONS TO SECURE YOUR COMMUNICATIONS AND AVOID GREENWASHING

1) Train your teams to adopt the right reflexes

Through our TRAINING programs, you empower your Marketing, CSR, and Communications teams to become more autonomous and aligned. The objective is to build a shared culture of evidence, credibility, and rigor.

Our training includes practical case studies to help you:

• Identify high-risk claims,

• Avoid greenwashing,

• Develop responsible environmental communications,

• Match evidence to the appropriate level of substantiation.

The result: teams that speak the same language, know what to say, how to say it, and above all, how to support it with evidence.

2) Rely on a robust and credible label

To communicate within a recognized and trustworthy framework, displaying a LABEL on your products can be a powerful asset—provided that the label is genuinely robust.

A “real” label is far more than a logo. It is built on:

• A demanding standard,

• Clearly defined criteria,

• Balanced governance,

• Full traceability throughout the value chain,

• Regular audits conducted by an independent third party.

With the implementation of the Empowering Consumers Directive, only robust sustainability labels will be able to coexist in the marketplace. The objective is clear: strengthen consumer trust and ensure that your commitments are transparent and verifiable.

3) Receive expert guidance to build clear, consistent, and factual claims

The new regulatory requirements can be difficult to interpret. That is why Ecocert offers its CONSULTING services, helping you understand these requirements within your specific context and structure your communications accordingly.

In practical terms, we can:

• Review your communications as a whole,

• Identify risk areas,

• Support you in formulating claims based on factual evidence,

• Ensure alignment between what you communicate and your actual commitments.

This step is essential: a strong claim is first and foremost a well-defined claim, with a clear scope and supporting evidence.

4) Verify your claims (document review and/or on-site verification)

Once claims are clear and specific, Ecocert can provide the reassurance you need through DOCUMENTARY VERIFICATION SERVICES.

As an independent third party, we assess:

• The consistency of the claim,

• The evidence supporting that claim.

You gain greater transparency, while your communications become more credible, robust, and reassuring for all stakeholders, including consumers, retailers, investors, NGOs, and others.

Why choose Ecocert’s expertise? Audit experience and a culture of evidence.

Ecocert brings over 30 years of experience in auditing and assessment, in France and internationally, including across complex supply chains.

Because trust is built on evidence: choose certified labels and secure your claims with Ecocert.

To learn more and verify your claims, visit ClaimCheck by Ecocert and contact us.

FAQ

What is a “high-risk” environmental claim? A claim is considered high-risk when it is vague, lacks clear boundaries, is unsupported by evidence, or creates an exaggerated impression of environmental or social performance.

How can marketing communications avoid greenwashing? By structuring your messages carefully, defining the exact scope of each claim, and ensuring that every promise is backed by relevant, accessible, and traceable evidence. Ecocert supports you through its four complementary solutions: Consulting, Training, Labels, and Verification.

Is a label alone enough to ensure compliance? A label can provide a trusted framework, but it must be robust, based on a demanding standard, effective governance, traceability, and regular audits conducted by an independent third party.

What does Ecocert verify during a Claim Check? Ecocert assesses the consistency between the claim and the supporting evidence (documents, data, traceability records), and, when required, conducts both documentary reviews and on-site verification activities.