Absolute vs. comparative claims: How to avoid greenwashing

As businesses strive to meet growing consumer demand for sustainability, many brands are making bold environmental claims about their products and practices. However, not all claims are created equal. Even with the best of intentions, misleading sustainability messaging – aka greenwashing – can harm brand credibility and even lead to regulatory penalties. At Content Coms, we’re seeing that one of the most common ways businesses greenwash is by using absolute instead of comparative claims in their marketing.

What are absolute and comparative green claims?

• Absolute claims: These are broad, definitive statements that suggest a product or company has an unqualified environmental benefit. Examples include:
  • “Sustainable”
  • “Low emissions”
  • “Eco-friendly”
  • “Zero waste”
  • “Green”

These claims often suggest an overall positive environmental impact, or at least that there is no harmful impact at all.

• Comparative Claims: These statements compare a product, service, or process to another, indicating an improvement rather than an absolute status. Examples include:
  • “50% less plastic than our previous packaging”
  • “Uses 30% less water than industry average”
  • “Now made with 60% recycled materials”

Comparative claims provide context and set a benchmark for the claim being made.

Why are absolute green claims risky?

Absolute claims can easily become misleading if they lack proper substantiation. Regulatory bodies, including the UK’s Advertising Standards Authority (ASA) and the Competition and Markets Authority (CMA), require that environmental claims be clear, truthful, and verifiable. Without clear evidence or qualification, an absolute claim can:

• Lead to accusations of greenwashing
• Damage consumer trust and brand reputation
• Result in regulatory action or legal challenges

For example, claiming a product is “100% biodegradable” without specifying the conditions under which it decomposes (e.g., industrial composting vs. landfill) is misleading.

How to make robust green claims

To avoid greenwashing in your marketing and communications, consider these best practices:

1. Be specific and transparent

Instead of saying, “This packaging is eco-friendly,” clarify the exact benefit: “This packaging is made from 90% recycled paper and is fully recyclable in curbside programs.”

2. Don’t mark your own homework

Third-party certifications (e.g., FSC-certified, Fairtrade, Carbon Trust) help validate claims. For example, if you’re marketing carbon reduction efforts, get your claims checked by an accredited, independent verification scheme, or consider aligning your business with the Science Based Targets Initiative (SBTi). The term “carbon neutral” is increasingly contentious, and seen as greenwashing if it lacks detailed disclosure on how emissions are measured, reduced, and offset.

3. Use clear, measurable comparisons

When making comparative claims, specify what you’re comparing against. For example, instead of saying “Now more sustainable,” say, “This product uses 40% less water than our previous version.”

4. Avoid misleading imagery

Using green-coloured packaging or nature imagery does not justify sustainability claims. Ensure that branding accurately reflects a product’s environmental benefits.

Get green claims confident

In the UK, the Green Claims Code is an essential go-to, as it provides guidelines to ensure compliance with consumer protection law. The CMA has the power to fine businesses up to 10% of global turnover for any breaches of the law, including greenwashing – so the stakes are high.

At Content Coms, our anti-greenwash training and comms support services are helping businesses like yours understand the pitfalls of greenwash and stay on the right side of compliance.

Plus, we’ll help you communicate your sustainability successes with transparency, honesty and personality. Visit our greenwash advisory page to find out more, or get in touch.