With Europe continuing to strengthen its approach to greenwashing, businesses around the world are taking a closer look at how environmental claims are made and substantiated and how our role in packaging services can play a part in supporting compliant claims.
Europe’s Greenwashing Ban: What Could It Mean for Australian Packaging?
Europe is continuing to take a stronger approach to environmental and sustainability claims, with new rules aimed at tackling greenwashing and giving consumers clearer information about the environmental impact of products.
While these European requirements do not directly apply to products sold in Australia, this could set a future precedent. International regulation combined with increasing consumer focus on sustainability could influence how environmental claims are made and substantiated in the Australian industry.
In Australia, businesses are already required to ensure environmental claims are truthful, accurate and supported by reasonable grounds under the Australian Consumer Law. The ACCC has also identified greenwashing as an ongoing compliance and enforcement priority for 2026–27.
Packaging is an area where environmental claims can easily create a misleading overall impression. Statements such as “recyclable”, “sustainable”, “eco-friendly”, “environmentally friendly” or “made from recycled materials” need to be considered carefully and supported by appropriate evidence.
The ACCC considers the overall impression on packaging, including wording, graphics, colours and environmental symbols. As packaging continues to evolve, businesses are looking at recycled content, alternative materials, recyclability and reduced packaging as ways to improve environmental outcomes. With the ACCC continuing to prioritise greenwashing, and international regulation moving towards greater transparency, reviewing sustainability claims early in the packaging development process can help reduce regulatory risk and avoid costly artwork changes later.
The European approach is another indication that environmental claims are likely to face increasing global scrutiny. Although Australia has its own regulatory framework, businesses should continue to take an active approach to greenwashing, particularly as packaging innovation and sustainability claims become more common.
MSAC can play an important role in the product development and artwork process. Packaging claims, particularly linked with the environment, should be reviewed alongside packaging materials, components and circular pathways. This allows your claims, packaging specifications and supporting evidence to align, mitigating your risk of any potential risks.
