Green Claims Checker
Terms like sustainable and carbon neutral are everywhere in travel marketing. But new regulations and growing scrutiny of greenwashing mean companies need to be more careful about what they say.
The Green Claims Checker reviews your communications against regulations like the EU’s EmpCo Directive. It flags potentially misleading claims and shows you how to improve them so you can communicate your sustainability efforts with confidence.
How the Green Claims Checker Works
Input your communications and get instant, clear guidance on what may need to change.
1. Add Your Content
Paste in your marketing copy or upload a PDF or image you want to check.
2. Select Regulations
Select the regulations you want your communications checked against.
3. See How to Improve
See what was flagged, why it could be an issue, and what to say instead.
Catch Common Greenwashing Risks
The Green Claims Checker looks for issues that could make your sustainability communications misleading or non-compliant.
Too Vague
Claims like “sustainable” or “eco-friendly” without explaining what they mean.
Exaggerated
Claims that overstate environmental or community benefits.
Missing Proof
Sustainability claims without credible evidence to back them up.
Climate Confusion
Language that could misrepresent your impact on the climate.
Check the Regulations that Matter to you
Choose which regulations and guidance you want the Green Claims Checker to consider when reviewing your communications.
European Union
Empowering Consumers for the Green Transition (EmpCo) Directive
United States
FTC Green Guides and California AB 1305
United Kingdom
CMA Green Claims Code
Australia
ACCC Environmental Claims Guidance
Netherlands
ACM Guidelines regarding Sustainability Claims
Global
Common principles across green claims regulations and guidance.
The Pressure to Get Green Claims Right Is Growing
Sustainability claims are facing greater scrutiny from travelers and regulators alike.
Trust Affects Travel Decisions
7 in 10 travelers have avoided a destination or transportation option because they felt the sustainability commitments weren’t credible.
Greenwashing is Widespread
Over half of environmental claims examined in a European Commission study were vague, misleading, or unfounded.
New Rules Are Taking Effect
The EU’s EmpCo Directive introduces new requirements for sustainability claims in marketing, and noncompliance could be costly.
Ready to Check Your Claims
Start for free or become a Sustainable Travel International member for a more complete review.
Try it Free
- Run up to 3 screenings per day
- Screen against Global Best Practices
- See up to 3 potential greenwashing risks
- Review up to 2,000 characters at a time
- See what language was flagged and why
Members Get the Full Review
- Run up to 50 screenings per day
- Screen against Global Best Practices and specific regulations
- See all potential greenwashing risks identified
- Review up to 50,000 characters at a time
- See what language was flagged, how regulations apply, and what to do
- Get example rewrites and a revised version of your full copy
Frequently Asked Questions
Got questions about the Green Claims Checker? Here's everything you need to know about what the tool is for and how it works.
What is a green claim?
A green claim is a statement or message that suggests a product, service, activity, or company has an environmental benefit or is less harmful to the environment. Green claims can appear in written copy, images, labels, symbols, certifications, and other marketing materials.
What is greenwashing?
Greenwashing happens when environmental or sustainability claims give consumers a misleading impression about the impact or benefits of a product, service, or company. It can include vague or exaggerated claims, missing important information, or claims that aren’t adequately supported.
What types of content can I check?
You can check virtually any marketing communication, from webpages and social media posts to emails, brochures, and annual reports. Simply provide the content as text, an image, or a PDF.
What are Global Best Practices?
Global Best Practices provide a baseline check for common issues that can make sustainability claims misleading, such as vague language, exaggerated benefits, or claims without adequate support. They are applied to every screening, regardless of which market-specific regulations you select.
What regulations does the Green Claims Checker cover?
The Green Claims Checker considers the following regulations and guidance:
- European Union: Empowering Consumers for the Green Transition (EmpCo) Directive
- United Kingdom: CMA Green Claims Code
- Netherlands: ACM Guidelines regarding Sustainability Claims, version 2, 2023
- Australia: ACCC Environmental Claims Guidance
- United States: FTC Green Guides and California AB 1305
What is the EmpCo Directive, and who does it apply to?
EmpCo, short for the EU’s Empowering Consumers for the Green Transition Directive, introduces stricter rules aimed at protecting consumers from greenwashing and misleading sustainability claims. The rules apply to companies that market or sell to consumers in the EU, regardless of where the company is based.
Does passing the checker guarantee that my communications are legally compliant?
No. The Green Claims Checker is an educational tool designed to help identify potential issues and improve sustainability communications. It does not provide legal advice or guarantee compliance with applicable laws.
What types of issues can the tool identify?
The checker can identify potential issues such as vague or exaggerated language, claims without enough supporting evidence, misleading climate messaging, certifications and labels, future goals, comparisons, and other sustainability communications.
If something is flagged, does that mean I can’t say it?
It depends. A flagged claim may be misleading or noncompliant, but a flag doesn’t mean that it definitely is problematic. The Green Claims Checker only evaluates the content you provide, so it may not have all the information or context needed to assess your claim. Review the guidance for each flag and make sure you’ve addressed what it identifies.
