Credible Environmental Claims

Make sustainability claims that are clear, honest, and legally compliant. 
More and more consumers want to make environmentally responsible choices — and brands that communicate their impact credibly can build lasting trust. At TOSCA, we help companies create effective, verifiable, and legally sound environmental claims that meet growing expectations from consumers and regulators.

Why it matters now 
The Dutch Authority for Consumers and Markets (ACM) has stepped up its enforcement of misleading sustainability claims. Businesses that fail to substantiate or clearly explain environmental benefits risk reputational damage and legal consequences. 

Greenwashing is not only unethical — it’s bad business. 

• To stay ahead, companies must ensure their sustainability communications are: 
• Transparent and specific 
• Evidence-based 
• Not misleading or overly vague 
• Aligned with recognized guidelines and principles 

Why environmental claims matter 
The products and services we use account for a large share of our environmental footprint. Well-crafted environmental marketing can: 

• Educate consumers about their impact 
• Empower better purchasing decisions 
• Differentiate your brand in a crowded market 
• Drive innovation and reduce ecological harm 

But only if the claims are credible and backed by evidence. 

Our support: from review to strategy 
TOSCA supports organizations to develop and improve environmental claims with a hands-on and strategic approach: 

1. Audit of current claims 
   Review of existing environmental claims on packaging, websites, campaigns, and labels. 
2. Risk assessment 
   Identification of potentially misleading, unclear, or unverifiable language. 
3. Guidance on claim formulation 
   Support in crafting clear, specific, and honest environmental messaging in line with ACM guidelines and international best practices (e.g. DEFRA). 
4. Training for teams 
   Awareness sessions for marketing, legal, product, and sustainability teams. 
5. Claim substantiation support 
   Guidance on how to evidence your claims, from life cycle data to third-party standards. 

What you get 

• A tailored review of your sustainability marketing & claims 
• Recommendations to improve credibility and compliance 
• Clear principles for future-proof environmental communication 
• A strategy to align marketing with sustainability performance 
• Confidence in avoiding greenwashing and regulatory risk 

Compliant with: 

• ACM Sustainability Claims Guidelines (NL) 
• EU Green Claims Directive 

Who is this for?

This service is ideal for: 

• Marketing and sustainability teams in consumer-facing businesses 
• Brands preparing product launches or ESG campaigns 
• Companies aiming to align CSR communication with legal requirements 
• Organizations wanting to strengthen consumer trust and avoid greenwashing 

Want to make better environmental claims without greenwashing? 
Contact: Ulrike de Jong | +31 6 5107 2464 | ulrike@toscatribe.nl 
Let’s create communication you (and your consumers) can stand behind.