IL RAPPORTO GREENWASHING 2025 Presented to circumstance denounces the deceptive strategies of the Green Washing and the slowdown of the European contrast rules that remain the most advanced for the protection of consumers
Greenwashing: green marketing that hurts ecological transition
In recent years, the growing attention of consumers towards the sustainability He has prompted many companies to improve their environmental image. This context has favored the spread of greenwashingthat is, the communicative strategy with which companies and institutions present themselves as sustainable, without supporting statements with real actions.
It is no longer just about stallsbut also of vague statements, selected data or incomplete narratives, capable of building a deceptive green image.
The most common forms of Greenwashing include vague languages, deceptive use of slogans “verdi” and the manipulation of environmental data. The term was coined in 1986 by Jay Westerveld. Already known from the 70s, with striking examples such as advertising campaigns of large industries during the Earth Day.
Then in the 90s, with the increase in environmental consciousness, the phenomenon consolidated, often to obtain commercial and reputational advantages, as evidenced by the Eni case during the 1992 land summit.
The phenomenon, in constant evolution, is at the center of the Rapporto Greenwashing 2025which will be presented at the Festival Circumstance of Alba (22–24 May 2025), which is confirmed as a privileged observatory on the themes of the ecological transition and the circular economy.
The role of European legislation: between ambition and slowdowns
Il Green Deal Europeo and the connected directives aim to transform Europe into the first continent a Zero climatic impact By 2050. One of the fundamental tools is transparency: environmental reporting obligations, independent verification of data and standardized criteria for the so -called environmental claims.
To counteract greenwashing, theEuropean Union has introduced specific regulations. Among these the Green Claims Directivewhich requires companies to base their environmental declarations on verified scientific tests.
However, a controversial signal arrived in 2025: the initiative Stop the Clockpart of the PACCHETTO ALLI have planned a lightening of some regulatory obligationspostponing the application. If on the one hand this intervention is encountered above all to small and medium -sized enterprises, on the other it can compromise the fight against Greenwashing.
Francesco Ferrante (in the photo), among the organizers of the Festival and curator of the dossier clarifies: «Simplify the rules can be useful, but it serves supervision: it must not become a “all free ”which penalizes those who are really transparent».
This weakening of control with the package Omnibusit arrives just as the EU commission reports that over 50% of the environmental claims on the market are unfounded or unclear.
Sustainability as a marketing tool
With the aggravation of the climatic crisis, the urgency of communicating the actions in favor of the environment also grows. And Greenwashing is increasingly spread, with environmental messages by companies, entities and institutions to hide or minimize the negative impacts of their activities.
As Ferrante explains: “It is paradoxical but understandable: the more citizens’ attention grows towards sustainability, the more companies try to exploit the environment for marketing purposes”.
However, this behavior risks compromising real change: food illusions of sustainability It means hindering collective action and confusing consumers, who find themselves having to choose in a market where i “Green products” They are often only labels without foundation.
Italy: more severe checks against “Green lies”
In Italy, a decisive role is played byCompetition and market authority (AGCM)which in recent years has started to sanction companies that use deceptive slogans to promote sustainability.
The phrases like “100% ecological”, “friend of the environment” o “Zero impact” They are often used without scientific bases or without independent verification. Also generically evoking a reduced impact, without showing it, it can be configured as Greenwashing.
A further step was taken with the creation, in 2023, of the Task Force against Greenwashing of Ispra (Higher Institute for Environmental Protection and Research). This is the first European public structure dedicated to identifying and counteracting misleading environmental information, with particular attention to the sector of sustainable finance.
The goal is to provide support to investors, authorities and companies to ensure that strategies ESG (environmental, social and governance) are based on reliable and verifiable data.
Greenwashing: how to recognize it and how to defend yourself
According to the Greenwashing 2025 report, some widespread practices include:
- use of vague language: terms like “Green”, “Sustainable” o “eco-friendly” Without detailed explanations or tests.
- Omission of relevant information: For example, declare only positive performances, leaving out negative impacts.
- Not transparent compensation: promises of climatic neutrality based on compensation projects without certification.
- Packaging ingannevole: packs that recall nature (leaves, green colors) without response in production processes.
For consumers, the real weapon remains the verification: ask for sources, certifications, measurable and comparable data.