Background of Strengthened Greenwashing Regulations
Greenwashing refers to exaggerating an eco-friendly image without substantial environmental improvement. Regulations against greenwashing are rapidly tightening globally, starting with the EU, and Korea is no exception.
Key regulatory developments in 2026:
EU Green Claims Directive: Mandatory scientific evidence for environmental claimsEU Empowering Consumers Directive: Ban on unsubstantiated environmental advertisingKorean Environmental Labeling System: Strengthened penalties for unfair environmental claimsCommon Greenwashing Traps for SMEs
1. Vague Environmental Claims
Broad expressions like "eco-friendly" without specific evidenceAlternative: Use quantitative expressions like "70% recycled materials"2. Hidden Trade-offs
Highlighting one environmental attribute while hiding negative aspectsAlternative: Balanced disclosure from a full lifecycle (LCA) perspective3. Irrelevant Certifications
Using environmental certifications not directly related to the productAlternative: Use only directly relevant certifications per product4. Self-Certification Abuse
Using unofficial self-made environmental marksGovernment or accredited certification bodies are preferableESG Marketing Compliance Checklist
Specificity: Do all environmental claims have measurable figures and base years?Evidence: Is there data, test results, and certificates supporting claims?Third-party Verification: Have key environmental data been externally verified?Complete Picture: Are negative aspects being hidden?Currency: Are environmental data and certifications currently valid?Relevance: Are certifications directly related to the product/service?Contact KITIM
KITIM supports ESG compliance system development, environmental certification acquisition, and greenwashing risk assessment. Contact us through [KITIM Contact](/contact).
