Greenwashing

Greenwashing means presenting the environmental impact of a product, service or company more favourably than it really is. Exploiting consumers’ environmental preferences in this way is treated under Turkish law as misleading commercial advertising and an unfair commercial practice.

Forms of Greenwashing

• Vague claims: Unexplained terms such as “nature-friendly”, “green” or “eco”,
• Selective information: Highlighting a small positive environmental feature while hiding negative impacts,
• Unsubstantiated claims: Claims not supported by independent documents,
• Presenting legal requirements as benefits: Presenting the absence of an already banned substance as a product-specific benefit,
• Misleading visuals: Creating an environmental impression with leaves, nature scenes and green colours,
• Offset claims: “Carbon neutral” claims based solely on offset certificates.

Enforcement in Turkey

The Advertising Board issues suspension and administrative fine decisions against ads breaching its 2023 Guidelines on Advertising Containing Environmental Claims. Competitors may also apply to the Advertising Self-Regulatory Board against greenwashing ads. For how to build a sound claim, see Environmental Claims.

The European Union

Through Directive 2024/825 on empowering consumers for the green transition, the EU has significantly restricted generic environmental claims, unverified sustainability labels and neutrality claims based solely on offsetting; member states are to apply these rules from September 2026. Turkish companies selling into the EU must comply with these rules too.

Sustainability Reports

Greenwashing risk is not limited to advertising; sustainability reports, statements on packaging and corporate communications may be assessed in the same way when used for marketing.