GreenClaim.ai

Claims Assessment - Why?

Environmental marketing claims are now regulated like financial disclosures — and the rules are changing faster than most marketing and legal teams can track. The EU's EmpCo Directive amends existing consumer protection rules to prohibit specific greenwashing practices, applying from September 27, 2026, with member states transposing it into national law through early 2026. Fines for non-compliance can reach up to 4% of annual turnover, with individual member states setting their own enforcement penalties

This isn't a future risk. Phrases that felt reasonable two years ago — claims like "climate neutral," "environmentally friendly," or "we offset our emissions" — are now explicitly prohibited under EU law. A claim that was compliant when it was written can become a liability the moment legislation, case law, or your own product changes. 

GreenClaim.ai keeps every claim across every client, product line, and jurisdiction continuously aligned to current law — so you're never relying on a one-time audit that's already out of date.

Reporting Excellence

We assess every environmental claim against the GHG Protocol, ISO 14064 verification standards, and the specific consumer-protection rules in force in each market you operate in — EU, UK, and US. Our methodology draws on the same frameworks used by accredited verifiers and regulators, so the assessment behind every claim holds up under scrutiny, not just at launch but for as long as the claim remains live.

The Claim Categories We Assess

• Vague absolute claims – "eco-friendly," "sustainable," "green" used without supporting evidence
• Carbon neutral / net-zero claims – unverified or offset-dependent claims, increasingly restricted by name
• Certification and badge claims – sustainability marks not traceable to a recognised, independently administered scheme
• Partial claims presented as whole-product claims – a single certified component used to imply the entire product or service is sustainable
• Misleading by omission – environmental positives promoted while material negatives are left out
• Lifecycle and supply chain claims – assertions about sourcing, materials, or end-of-life that shift as suppliers or processes change

Why This Matters For Agencies And Multi-Client Portfolios

A single company managing its own claims faces one moving target. An agency, retailer, or consultancy managing claims across dozens of clients faces dozens — each with its own products, suppliers, markets, and update cycles, all shifting independently and simultaneously.

• A client launches a new product line — every existing claim about "our materials" or "our packaging" needs re-checking against the new offering.
• A supplier changes their certification status — every claim that referenced it downstream is now unsubstantiated.
• A jurisdiction transposes new legislation — claims that were compliant in one market may now be restricted in another.
• A regulator issues a new enforcement ruling — claims using similar language across your entire client base are immediately higher-risk.

Manually re-checking claims at this scale isn't practical, and a one-off audit only reflects the rules in place on the day it was run. GreenClaim.ai is built for exactly this kind of continuous, multi-client, multi-jurisdiction complexity — monitoring unlimited claims across unlimited clients, and re-assessing them automatically whenever legislation, certification status, or the underlying product or service changes.

How It Works

• We catalogue every environmental claim across your site, packaging, and marketing materials — or your clients'.
• We continuously monitor relevant legislation, enforcement rulings, and certification scheme changes across the EU, UK, and US.
• When a rule changes, a certification lapses, or a product updates, we flag every affected claim and provide a compliant rewrite.
• The system scales without added headcount — one client or a hundred, ten claims or ten thousand.