Climate-ABC: Greenwashing

Greenwashing – advertising strategy that aims to give a brand or product a more sustainable image than it actually deserves.

Greenwashing refers to an advertising strategy that aims to create a supposedly “green” image, sustainability and ecological responsibility. Consumers should thus get the impression of consuming an environmentally friendly product or doing a good deed through consumption. In the process, disinformation is disseminated in a targeted manner. At this point, it must be emphasized that these are by no means untruths. Rather, it is to distract from other problems. This targeted misleading requires attention from consumers*. If the misleading is deliberate, it can be reported to the consumer center. Nevertheless, there are no clear rules for “green advertising”, which consumer protectors have been demanding for a long time.

Witzel, A. (2019, 06 21). Darum ist Greenwashing ein Problem. Quarks. Retrieved 2020, from