Sell eco-friendly products online without greenwashing

1. 01

   Replace vague claims with facts

   Instead of “eco-friendly”, say what’s true and checkable: “plastic-free packaging”, “refillable glass bottle”, “made from recycled cotton”. Specific claims persuade careful buyers and keep you clear of greenwashing rules.

2. 02

   Know the greenwashing rules where you sell

   In the US, the FTC’s Green Guides cover claims such as “recyclable” and “compostable”. New EU rules ban generic claims like “eco-friendly” or “green” without recognized proof from late 2026, and the UK’s competition regulator can now fine businesses for misleading green claims.

3. 03

   Use certification names only when certified

   Logos and words such as “certified compostable”, “organic” or “Fair Trade” need a certificate behind them. In the EU, sustainability labels must now come from a certification scheme or a public authority.

4. 04

   Show the swap in use

   Photograph wraps on a bowl, bars in a soap dish and refills being poured. Buyers want to see how a swap works in an ordinary home before they give up the version they know.

5. 05

   Ship the way you talk

   Use plastic-free packing if you claim it, and say what the box, fill and tape are made of. If you sell to Germany, your packaging must be registered in the LUCID register before you ship.

6. 06

   Bundle starter kits

   A kitchen or bathroom starter kit helps first-time buyers choose. Make each kit its own product with its own stock, and list what it replaces.

• Compostable means different things

  Home compostable and industrially compostable aren’t the same, and many customers can’t reach an industrial facility. The FTC’s guidance asks you to say which, and California restricts calling plastic products “biodegradable”.

• Offsets and climate neutral claims

  Under the new EU rules, claiming a product is “climate neutral” or “carbon neutral” because of carbon offsets is no longer allowed. Talk about the real reductions you’ve made instead.

• Say what you haven’t solved yet

  Customers trust shops that are open about trade-offs, such as a product that ships from far away or a part that still contains plastic. A short honest note does more than a perfect-sounding claim.

General information to help you get started, not legal advice. Rules differ by country, state and product, so check the ones that apply to you.