When making claims such as “X% less (plastic/paper…) than traditional packaging,” is it necessary to use a recently used packaging design as a reference? If so, what is the maximum number of years to use as a reference? Can I compare the new packaging to the old one even if the product has been withdrawn from the market?

Any comparison with a previous product (that is no longer on the market) should be made within a maximum of 5 years from the date the product was withdrawn. Be cautious of claims that suggest there are environmental benefits to replacing one material with another (e.g., plastic with paper): these should be supported by studies demonstrating the actual environmental benefits achieved (e.g., LCA). Also, follow the rules governing comparative claims.

Last modified on 09/10/2026