Green marketing - What are we allowed to do?

Green marketing includes every conceivable way to highlight activities, products, and services as environmentally or climate friendly. Companies must be able to provide documentation of the conditions they highlight in their green marketing and must not mislead consumers – neither consciously nor unconsciously. These are the rules both in the marketing practice act, which is enforced by the Danish law "Forbrugerombudsmanden", and in several EU regulations. If they are not complied with, it can be regarded as 'greenwashing'.

Ensure the documentation is in order

The requirements for documentation vary. They depend on the type of claims in green marketing, and exactly how they are stated. In some cases, they need to be verifiable by independent parties.

Bureau Veritas can advise companies in green marketing and ensure they have the documentation on which it is based. For example, we offer:

• Life Cycle Assessment (LCA)
• Eco-labelling and Environmental Product Declarations (EPD)
• Product Environmental Footprint (PEF)

Life cycle assessment (LCA)

We go through the total environmental impact of your products and processes from "cradle to grave" and give you an actual tool for documenting the environmental impact.

How to get started with a LCA

Environmental product declaration (EPDs)

EPDs are used especially within construction. It is a public declaration based on a life cycle assessment (LCA). With an EPD, you can get access to e.g. EPD International or EPD Denmark, which can help strengthen your position in the market.

How to get started with an EPD

Product environmental footprint (PEF)

Product Environmental Footprint (PEF) will be a legal requirement within the EU that must be met under the Green Claims Directive. Among other things, it will make products' eco-labels more transparent to consumers and get rid of greenwashing.

Learn more about PEF