Enough with "greenwashing"!

Biork Author
Nov 20
2 min read

more fake green washing: What the new EU rules against

green washing mean for you & Biork 🌍🚿

Everywhere you look, there are claims of being "green," "eco," and "climate-neutral"—but how much of it is genuine? This is precisely where the EU is tackling green washing with new rules. In the future, companies will have to provide much more detailed evidence of why a product is considered environmentally friendly. Vague claims without proof will gradually disappear. 🌱

In Germany, the new regulations are scheduled to apply from September 27, 2026 – enough time for brands to clean up their communication.

What's behind the new green washing rules? 🔍

The EU is tightening regulations for advertising and packaging texts. This means, among other things:

General statements like "environmentally friendly," "green," or "sustainable" are only permissible if it is clearly explained what exactly is meant by them – and this must be verifiable. 📊
"Climate neutral" promises that rely solely on CO₂ compensation are coming under intense pressure. Simply "offsetting" emissions through reforestation projects is no longer sufficient. 🌳
Inventive, fanciful seals of approval without transparent criteria should be replaced by genuine, independent certifications. ✅

In short: Less marketing fluff, more genuine transparency.

Why this is important for you as a consumer

If everything is "green," then ultimately nothing is credible anymore. The new guidelines help you to better compare products and make more informed decisions.

You can more easily identify which brands truly want to make a difference.
You will be less confused by colorful seals and empty promises.
Your money is more likely to support companies that actually produce more sustainably. 💶💚

And what does Biork have to do with it? 🪵🧼

At Biork , honest simplicity has been at the heart of everything we do from the very beginning. Our deodorant stick:

Plastic-free thanks to a natural cork casing
durable in use
clear, traceable ingredients

We don't need to hide behind vague terms, but can explain specifically what the ecological advantage is: less plastic waste, reduced product design, focus on the essentials.

We see the new EU rules not as an obstacle, but as a tailwind: they reward brands that operate transparently – and challenge those that have only cultivated a green image so far.