A New Era for Environmental Claims: New Regulations to Address Greenwashing Risks in Advertising
On 1 July 2026, the Regulation Amending the Regulation on Commercial Advertising and Unfair Commercial Practices was published in the Official Gazette, introducing significant changes regarding the use of environmental claims in advertising. The new regulation will enter into force on 1 August 2026 and aims to prevent consumers from being misled by ensuring that environmental claims are accurate, transparent, and substantiated.
As environmental expressions are increasingly used in advertising and promotional activities, businesses will now be required to support such claims with verifiable information and evidence. The regulation also establishes clearer and more transparent rules governing the use of environmental claims.
What Is an Environmental Claim?
According to the Regulation, an environmental claim refers to any statement or visual representation indicating that a product or service, or any aspect of its composition, production, supply, presentation, use, or disposal, provides an environmental benefit or has reduced or no adverse impact on the environment.
What Has Changed Under the New Regulation?
Under the new rules, advertisements and promotional materials containing environmental claims must comply with the following requirements:
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Environmental claims must be supported by verifiable information and evidence.
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Environmental certificates, approvals, and verifications used in advertisements must be based on documentation issued by competent authorities, universities, or accredited or independent research, testing, and assessment organizations.
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Where environmental benefits are claimed, advertisements must clearly specify which characteristic of the product or service, or which stage of its life cycle, the claimed benefit relates to.
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Consumers must be provided with easy access to information regarding the methods used to measure and evaluate the claimed environmental benefits.
General Environmental Claims Cannot Be Used on Their Own
The Regulation also prohibits the use of general environmental claims without sufficient explanation or where such claims may create ambiguity or confusion for consumers.
Accordingly, terms such as "environmentally friendly," "green," "sustainable," and "carbon neutral" may no longer be used in advertising unless they are supported by clear explanations together with verifiable information and evidence.
What Does This Mean for Companies?
The new regulation affects not only marketing and advertising activities but also sustainability, legal, compliance, quality, and corporate communications functions.
Organizations should therefore review:
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Advertising and marketing content
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Environmental and sustainability claims published on corporate websites
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Product packaging
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Promotional materials
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Environmental certifications and related claims
to ensure compliance with the new regulatory requirements.
All environmental claims must be supported by reliable documentation, technical evidence, and information that can be verified when required.
Conclusion
The regulation, which will take effect on 1 August 2026, introduces a more transparent, verifiable, and credible framework for the use of environmental claims. Supporting environmental claims with scientific evidence and reliable documentation will be essential not only for regulatory compliance but also for maintaining consumer trust and strengthening corporate reputation.
