Greenwashing rules are changing - here’s what businesses should know 

From 2026, new EU rules on greenwashing will significantly increase scrutiny of sustainability claims. For organisations working on Net zero, ESG or wider sustainability goals, this matters a lot. 

We’ve been thinking about what greenwashing really means in practice, why it often happens unintentionally, and how businesses can prepare as expectations continue to rise. 

If sustainability sits anywhere on your to-do list, this is useful reading. 

What do we mean by “greenwashing”? 

At its simplest, greenwashing is about misleading environmental claims. But that doesn’t mean it’s always deliberate or cynical. 

Greenwashing often shows up as: 

• Claims that are too broad or vague to be meaningful 

• Positive messages that overstate the impact of a small improvement 

• Well-intentioned language that isn’t backed up by clear evidence 

Why greenwashing is often unintentional 

Most organisations aren’t trying to mislead. The problem is that sustainability is complex, and communication doesn’t always keep pace with the details. 

Common reasons include: 

• Data that’s still evolving or incomplete 

• Confusion around boundaries (what’s in scope, what isn’t) 

• Different teams using sustainability language in different ways 

• Marketing messages move faster than internal governance 

What businesses should be thinking about now 

Be precise, not promotional. Broad claims are increasingly risky. Specific, measurable statements are far more robust. 

Make your net zero story easy to follow. Transparency around baselines, boundaries and targets builds trust. 

Treat sustainability claims like regulated statements. Clear definitions, evidence, and consistent wording matter. 

Put some structure around claims. A simple governance approach can prevent mixed messages. 

A final thought 

As scrutiny increases, credibility becomes a real advantage. Organisations that are clear, honest, and evidence-led will stand out. 

Now is the time to get your sustainability claims futureproof.  From energy data and baselining to carbon reporting and Net Zero planning, we can help you build a story backed by evidence. Book a call with our experts by emailing us at [email protected]