Greenwashing red flags: 10 signs a product isn't as green as it looks

Green leaves, earthy colours, the word "eco" in a friendly font. Packaging is very good at making us feel a product is better for the planet. Sometimes it is. Sometimes the claim is vague, exaggerated or simply wrong.

Greenwashing is when a business makes a product, service or company look more environmentally friendly than it really is. It's common: when the ACCC (Australian Competition and Consumer Commission) swept 247 business websites in late 2022, it found 57% had made concerning claims about their environmental credentials. The cosmetics, clothing and footwear, and food and drink sectors had the highest proportion of concerning claims.

The good news is that a few simple checks will help you tell a specific, honest claim from a vague one.

What the law says

Under the Australian Consumer Law, businesses mustn't make false or misleading claims, including environmental ones. In December 2023, the ACCC published eight principles for trustworthy environmental claims. They're written for business, but they make a great shopper's checklist too:

  1. Make accurate and truthful claims.
  2. Have evidence to back up your claims.
  3. Don't hide or omit important information.
  4. Explain any conditions or qualifications on your claims.
  5. Avoid broad and unqualified claims.
  6. Use clear and easy-to-understand language.
  7. Visual elements shouldn't give the wrong impression.
  8. Be direct and open about your sustainability transition.

The red flags below map onto those principles.

10 greenwashing red flags

1. Big, vague words with nothing behind them

"Eco-friendly", "green", "sustainable", "planet-friendly", "conscious". On their own, these tell you almost nothing. The ACCC has said that businesses using broad claims like these are obliged to back them up with evidence such as reliable scientific reports, transparent supply-chain information or reputable third-party certification. A trustworthy claim is specific: "Bottle made from 100% recycled plastic, excluding the cap."

2. Leaves, globes and green everything

Pictures count as claims. Under principle 7, visuals shouldn't give the wrong impression. A leaf on a bottle or a forest on a box doesn't mean anything has been checked. Look past the picture to the words — and if there are no words, that's a flag.

3. "Natural", "chemical-free" or "non-toxic" with no explanation

Everything is made of chemicals, including water, so "chemical-free" can't be literally true. "Natural" can be used honestly as a description, but on its own it doesn't tell you who checked what, or against which rules. Read the ingredient list instead.

4. A logo you can't look up

Real certification marks belong to an organisation with published standards and a register you can search. Watch for official-looking seals that turn out to be designed by the brand itself. Our guide to eco labels and certification logos lists the main Australian ones and how to check them.

5. "Biodegradable" with no conditions

Almost everything biodegrades eventually; the question is how long and under what conditions. Under principle 4, conditions should be explained. "Compostable" is more meaningful when it comes with a standard: in Australia, the Australasian Bioplastics Association verifies products to AS 4736 (commercial composting) and AS 5810 (home composting). Even then, check your council accepts it.

6. One green feature, a lot of silence

A product might highlight its recycled cardboard sleeve while the plastic tub inside isn't recyclable. Principle 3 says businesses shouldn't hide or omit important information. Ask: what about the rest of the pack, or the rest of the product?

7. "Recyclable" — but not where you live

A pack can be technically recyclable but not accepted in your kerbside bin. The Australasian Recycling Label (ARL) is more useful because it shows which bin each part goes in, or tells you to check locally.

8. Percentages without a "per cent of what?"

"Made with 50% recycled material" — 50% of the bottle? The lid? The whole range? Good claims are clear about what they apply to.

9. Future promises with no plan

"Carbon neutral by 2030" or "plastic-free by next year" sounds great. Under the ACL, a business must have reasonable grounds for claims about the future. Look for a published plan, interim targets and progress reports.

10. A claim that's simply not true

Sometimes it isn't vague at all; it's just wrong. In April 2025, the Federal Court ordered Clorox Australia to pay $8.25 million in penalties for misleading claims that certain GLAD kitchen tidy and garbage bags were made with 50% recycled "ocean plastic". According to the ACCC, the bags were made from about 50% plastic waste collected from communities in Indonesia up to 50 km from a shoreline, and the blue colour and wave image on the pack were part of the misleading impression. It's a reminder that even big brands get it wrong, and that claims can and should be checked.

What a good claim looks like

Here's the difference in practice:

Vague Specific and checkable
"Eco packaging" "Box made from 100% recycled cardboard; please recycle."
"Natural formula" Full ingredient list, with organic ingredients marked and the certifier named.
"Biodegradable bag" "Certified home compostable to AS 5810. Check your council's rules."
"Sustainably made" "Made in Brisbane in small batches; we're working towards [named certification] and will update this page."

That last example matters. Plenty of small Australian makers are doing things carefully but haven't been certified yet. Being upfront about where you're at — principle 8 — is exactly what honest labelling looks like.

Quick checks before you buy

  • Who checked this claim, and against what rules?
  • Can I find the evidence? On the pack, the website, a certificate or a register.
  • Is the claim specific? What part of the product, what percentage, what standard?
  • What isn't it telling me?
  • Do the pictures match the words?

If you think a claim is misleading

You can contact the business first and ask for the evidence. If you're not satisfied, you can report it to the ACCC through its website. For organic food claims, the certifier named on the pack is also a good place to start.

How we approach claims on our marketplace

On Blueberry Bear Organics, every product carries one clear label: Certified organic, Organic (as described by the brand) or Natural & low-tox. We don't independently certify products, and we say so. We check product information in good faith and ask brands to be specific. If something doesn't look right, tell us at [email protected] and we'll follow it up with the brand. Read more on our How we label page.

If you're a maker who'd like to sell with us — certified or not yet — see Sell with us.

Sources

Back to blog