At Pickler, we understand that nobody would like to be framed as "Greenwasher". But unfortunately, at this moment there is no European law in place yet (The EU's Green Claims Directive will most likely go into force in 2024), that describes or regulates when something is greenwashing.

Therefore, we can only make sure that we follow the latest EU and national guidelines on how the footprint evidence is communicated and guide companies how to input their information in order to prevent misleading practices.

With our software, we aim to follow the latest guidelines based on the latest proposal (23-3-2023) of the EU Green Claim Directive and the rules of thumb of the Dutch and Norwegian authority for consumers and markets. We are also in close contact with the Dutch Authorities to share practical information on this topic.

For the UK guidelines please check; https://www.asa.org.uk/resource/advertising-guidance-misleading-environmental-claims-and-social-responsibility.html

Please check with your local authorities what the current rules are to make green claims.

In short;

1.Make clear what sustainability benefit the product offers.

With our software we take into account multiple impact factors for each product and assess the most important stages of the product life cycle in order to create a comprehensive calculation on the footprint.

2. Substantiate your sustainability claims with facts, and keep them up-to-date.

Our software uses certified databases to calculate the environmental footprint. We also give users access to dive in the scientific papers themselves. We also continuously update our front-end to latest anti green washing guidelines and our environmental database with latest research. Next to that we help our clients with API connectors to help them to keep their data up-to-date.

3. Comparisons with other products, services, or companies must be fair.

We use the same transparent methodology for each user to assess all products.

4. Be honest and specific about your company’s efforts with regard to sustainability.

We help our users to make transparent claims and help them to communicate unbiased and transparent the underlying footprint calculations.

5. Make sure that visual claims and labels are useful to consumers, not confusing.

The footprint calculations and comparisons are easily shared via our easy to understand eco forecast and benchmark templates. We aim to make this complex matter understandable even to non-experts.