Anti-greenwashing communication for fashion

European regulation has turned vague sustainability claims into an immediate legal risk. From September 2026, terms like "sustainable", "eco" or "green" are banned in fashion marketing without certified proof behind them. This guide breaks down the 9 rules your brand must follow to communicate impact, legally, credibly, and backed by verifiable data.

THREE QUESTIONS EVERY FASHION MARKETING TEAM SHOULD BE ABLE TO ANSWER

01

Can you prove every claim you publish?

"Sustainable," "eco," "green", vague terms are now banned without certified data behind them. If a claim can't be traced to verified numbers, it's a liability, not a message.
02

Does every percentage carry a baseline?

An isolated "-20% water" means nothing without the scenario it's compared against. Orphan percentages don't hold up under the new rules, or under scrutiny.
03

Would your claims survive an audit?

"Climate neutral", aggregated impact scores, future net-zero pledges: each one now requires a public, third-party-verified methodology. If you can't show your work, you can't make the claim.

“Competitive advantage in fashion is no longer about who tells the best story, it's about who can prove it”

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