Quote from Alex bobby on April 12, 2025, 7:15 AM

Germany’s Greenwashing Crackdown: How DUH Is Forcing Companies to Get Honest About “Climate Neutral” Claims

Over the past three years, German non-profit Deutsche Umwelthilfe (DUH) has led a relentless campaign against misleading environmental advertising — often referred to as “greenwashing.” Targeting more than 100 companies across sectors ranging from cosmetics to airlines, DUH has challenged vague or unsubstantiated claims of climate neutrality, pushing businesses to back up their sustainability rhetoric with hard facts.

As consumers grow more environmentally conscious, “eco” and “climate-friendly” labels are everywhere — slapped on everything from shower gel to sneakers. But DUH argues many of these claims are deceptive, creating the illusion of sustainability without delivering real climate benefits. And courts are increasingly backing them up.

Why Greenwashing Is Under Fire

Agnes Sauter, head of ecological market surveillance at DUH, says the problem lies in the fine print — or lack thereof. "Greenwashing has become a growing problem that misleads consumers and hinders real progress in climate protection," she explains.

Her concerns are echoed by a 2020 European Commission study which found that more than half of all green claims in the EU were vague, misleading, or lacked supporting evidence. A staggering 40% of these claims were entirely unsubstantiated.

The central issue often revolves around the term “climate neutral.” While it may suggest reduced emissions or sustainable practices, it frequently refers to companies buying carbon offsets — controversial schemes that critics argue do little to actually lower emissions.

Major Companies in the Crosshairs

DUH ramped up its legal efforts after a landmark ruling against confectionery brand Katjes in 2023. The German Federal Court of Justice found that climate-related claims must be clearly defined in the same advertisement. This precedent has opened the floodgates for DUH’s litigation strategy.

Recent legal targets include household names like Adidas, which was ordered to remove a claim that it would be “climate neutral by 2050” due to a lack of transparency. Cologne Regional Court emphasised that such advertising can “significantly impact” consumer purchasing decisions.

Lufthansa has also felt the heat. In March, the airline was banned from promoting carbon offsetting as a way to make flights "climate neutral," a claim the court deemed misleading. DUH had earlier scored a similar win against Eurowings, another airline under the Lufthansa umbrella.

Shell Germany wasn’t spared either. The Hamburg Regional Court ruled against its use of carbon offsetting claims tied to forest conservation projects in Peru and Indonesia, deeming the messaging misleading to customers at the pump.

Other affected companies include:

• TUI Cruises: Called out for promising to decarbonise operations by 2050.
• Obi: Prohibited from advertising certain paint products as "climate neutral."
• dm: Repeatedly sued for using evolving slogans like “climate neutral” and “act environmentally neutral.”
• Poco and Bauhaus: Targeted for greenwashing furniture and grills.

The Impact of DUH’s Litigation

DUH’s efforts are creating a ripple effect across the corporate landscape. While some companies are appealing court rulings, many have voluntarily dropped questionable claims and committed to avoiding them in the future.

Sauter says the group’s work is sending a “strong signal” to companies that deceptive advertising will no longer be tolerated. “Advertising with climate neutrality based on offsetting claims has rapidly decreased,” she notes.

This doesn’t mean DUH is finished. The non-profit recently sent cease-and-desist letters to five more companies, including beauty giant Coty, shoe retailer Deichmann, and DIY brand Toom, for allegedly vague environmental claims on their products.

Regulators Join the Fight

Though DUH’s legal victories currently apply only within Germany, they may soon influence wider EU policies. Since competition law is regulated at the European level, rulings in German courts could set persuasive precedents across the bloc.

In parallel, European regulators are ramping up enforcement. The UK’s Advertising Standards Authority (ASA) previously banned Lufthansa ads over unjustified climate claims, and both ASA and Dutch regulators have ordered Shell and its affiliates to retract similar ads.

The EU is also advancing new legislation to tackle greenwashing head-on. Upcoming consumer protection laws will require companies to substantiate any environmental claims made about their products or practices. DUH is urging the German government to implement these reforms swiftly and to introduce stricter fines for misleading claims.

Beyond Marketing: A Call for Genuine Sustainability

At its core, DUH’s campaign is about more than just wording. “Sustainability cannot just be a marketing ploy,” says Sauter. “It must lead to real improvements in the design of products.”

As the climate crisis intensifies, misleading ads don’t just trick consumers — they slow down meaningful progress. DUH’s legal crusade is helping draw a clear line: either show your green credentials, or stop pretending you have them.