An environmental claim is considered generic when it communicates an environmental benefit in vague terms without explaining, in a clear and immediately understandable way within the same communication medium, which environmental characteristic it refers to.
The ECGT Directive defines a generic environmental claim as“any environmental assertion made in writing or orally, including through audiovisual media, that does not constitute a sustainability label and for which the details are not provided in clear and prominent terms through the same means of communication.”
In other words, consumers must be able to immediately understand what the claimed environmental benefit is and on which characteristic of the product or company it is based.
The European Commission considers, for example, expressions such as the following to be generic environmental claims: “green”; “eco-friendly”; “environmentally friendly”; “nature-friendly”; “ecological”; “environmentally correct”; “climate-friendly”; “carbon-friendly”; “gentle on the environment”; “energy-efficient”; “biodegradable”; “biobased”; as well as other similar expressions that suggest excellent environmental performance without further specification.
The description of the environmental benefit must therefore be: clear; immediately visible; and presented in the same communication medium.
Here are a few examples:
- With regard to claims on packaging, it is not permitted to use a generic claim on the front of the package and provide the relevant explanation only in a separate section that is not very visible or difficult to associate with the main claim. For example, a claim such as“Nature’s Friend” accompanied by an explanation appearing exclusively on the back of the package could be considered misleading if the average consumer perceives a broader environmental benefit than what is actually demonstrated or applies to the product as a whole, while the benefit pertains only to a specific aspect of the product. In such a case, to use the aforementioned generic claim, the business must have evidence of recognized excellence in environmental performance.
- The use of the claim“low environmental impact”is permitted provided it is supported by adequate scientific evidence: it may be considered a generic claim, and must be backed by evidence of recognized excellence in environmental performance.
- The use of the claims“Nature”or“natural”must be evaluated on a case-by-case basis depending on the context. If the claim implies an environmental benefit, it may be considered a generic claim, similar to “eco,” and must be supported by evidence of recognized excellence in environmental performance.
- The use of the term“sustainable”should generally be avoided. The term “sustainable,” in fact, conveys a holistic concept that also encompasses the socioeconomic sphere, and, to date, there is no recognized methodology for measuring sustainability in absolute terms. Consequently, it is impossible to provide adequate evidence to support the claim. Even ISO 14021:2021, in section 5.5, states that the concepts involved in sustainability are extremely complex and still evolving: “At present, there are no definitive methods for measuring sustainability or confirming its achievement. Therefore, no claims regarding the achievement of sustainability should be made.”
- In the specific case of claims regarding agricultural methods, any environmental benefits associated with agroecology, regenerative agriculture, or organic farming may be communicated, provided they are supported by adequate, recognized scientific evidence and presented using specific, proportionate, and truthful language and terminology.
Please note: Even when there is evidence of excellence, generic claims must be relevant to that evidence. For example, if the excellence of my product is demonstrated by EU Ecolabel certification, it is possible to use generic claims such as “green” and “eco-friendly,” but it is not possible to say “responsible” or “people-friendly” because that would unduly broaden the scope of the claim to include aspects that have not been demonstrated.
To summarize: Unless there is evidence of recognized environmental excellence relevant to the claim, generic environmental claims are prohibited.
Last modified on 02/10/2026