10 Examples Of Greenwashing In Advertising
Have you ever bought a product feeling confident it was safe, only to discover later that it wasn’t? I’ve experienced this myself. Back in 2012, I spent an entire month researching baby shampoos, determined to find the safest option for my newborn. However, with all my focus on shampoos, I ran out of time to thoroughly investigate crib mattresses. As a result, I ended up purchasing a Greenguard Gold-certified crib mattress, trusting that it was safe. It wasn’t until later that I learned my choice wasn’t as safe as I thought. Feeling frustrated and disappointed, I had to shell out more money to buy a truly non-toxic crib mattress. Ultimately, that experience was a wake-up call—a costly lesson that taught me to dig deeper and not take certifications or claims at face value.
Since then, I’ve made it my mission to spot greenwashed products before they end up in my cart. I’m all too familiar with how easy it is to get swept up by clever marketing, and I’m here to help you avoid the same mistakes. In recent years, the movement toward becoming more eco-friendly and sustainable has gained tremendous momentum. As a result, more consumers are seeking out environmentally friendly and sustainable products. Consequently, businesses have started adopting greener processes and showcasing their eco-consciousness. Though encouraging, this shift has also led conscious consumers to question whether the eco-friendly claims are legitimate. In fact, the past decade has shown cases where sustainability claims were exaggerated or even fabricated. Learning to recognize the techniques companies use to greenwash their products can help you avoid being misled. Today, I’m sharing a roundup of common greenwashing strategies in advertising to watch out for.
10 Examples Of Greenwashing In Advertising
To begin, let’s talk about what greenwashing actually means. Understanding this concept is key to spotting misleading claims. Whether you’re concerned about plastic pollution, water quality, greenhouse gas emissions, or the impact on human health and animal welfare, this knowledge will prevent you from wasting your money on the wrong products.
What Is Greenwashing?
Most commonly, greenwashing refers to deceptive marketing practices where companies make exaggerated or incorrect claims about the environmental benefits of their products or services. As you will see, greenwashing can be delivered in many forms and these tactics often go unnoticed.
Furthermore, in the personal care and beauty industry, “greenwashing” is often used to describe the deceptive marketing practices that make a product appear safer than it is. For example, when makeup or skincare products are marketed as “clean,” “green,” or “organic” while using concerning ingredients and holding no organic certifications.
Why Do Companies Greenwash?
On the surface, companies engage in greenwashing for various reasons, but it boils down to profitability. As consumer interest in environmentally friendly products grows, companies face pressure to appear more sustainable to attract and maintain their market share and enhance their reputation. Rather than investing in genuine solutions that reduce carbon emissions, single-use plastic waste, fossil fuels, or improve safety, some opt for a cheaper marketing campaign – greenwashing. Honest sustainability changes can be expensive and may require a company to admit its previous actions had harmful consequences.
What Are Examples Of Greenwashing?
Below are examples of common greenwashing techniques that companies use to mislead consumers into believing they are more sustainable than they are:
- Vague Language
- False Labels
- Deceptive Recycling Statements
- Irrelevant Claims
- Exaggerated Benefits
- Single Sustainable Feature
- Unverified Claims
- Toxic Substitutes
- Misleading Origin Story
- Lack of Ingredient Transparency
Vague Language
At the top of the list is vague wording. In my experience as a product researcher of more than a decade, this tactic is very commonly used. Take a stroll down a store aisle, and you will find terms like “green,” “natural,” “naturally-derived,” “organic,” “hypoallergenic,” “dermatologist-approved,” “cruelty-free,” or “eco-friendly” printed without any clear definition or standards. These terms can be incredibly misleading without proper explanation or standard. For instance, lead, arsenic, crude oil, and natural gas are all “natural” but also highly toxic.
Here’s another example: A manufacturer might claim that a crib or changing table is made of “solid wood” or features “solid wooden construction.” However, don’t assume this means the entire product is made from 100% solid wood. It may contain other materials, such as plywood or particleboard, meaning it’s not entirely solid wood.
Similarly, “fragrance containing essential oils” or “essential oil fragrance” does not necessarily mean that the fragrance is made of only essential oils and nothing else.
Moreover, a manufacturer might claim that a mattress is “free of toxic flame retardants.” But does that mean it contains no flame retardants at all or only excludes the ones the manufacturer considers toxic? It’s important to dig deeper to understand what’s truly in the product.
Misleading Certifications
Second, many brands use terms like “green,” “organic,” “natural,” “naturally-derived,” “hypoallergenic,” and “dermatologist-approved” because there are no strict regulations to prevent them from making these claims. For example, while USDA organic certification exists, some companies without this certification create their own organic seals to display. This lack of oversight highlights the importance of looking beyond marketing claims and verifying a brand’s legitimate certifications.
In other instances, brands can go as far as create their own in-house certifications to mimic the appearance of legitimate agencies with higher standards. I witnessed this firsthand when I was researching Natulique hair dye brand. Despite it being impossible for a hair dye to be fully organic, they claimed their haircare line was certified organic by 360BIOCERT. You can learn more about that in my Natulique Hair Color Ingredients Review blog post. It’s a really interesting read, if I can say so myself.
In the same vein, brands may certify some of their materials but imply to shoppers that the certification applies to all of their products. For example, many mattress brands certify one material to the very high Global Organic Textile Standard (GOTS) and then use that symbol liberally to imply the entire mattress is GOTS-certified, when it’s not. This is misleading and distracts from brands who take on the expense and efforts to ensure their entire product and manufacturing facility are safe. If interested in how this works in more detail, check out my Best Organic Mattress Review.
Deceptive Recycling Statements
Next, misinformation regarding the recyclability of packaging is rampant. Many people believe that if a package is plastic, it is automatically recyclable. Truthfully, this is far from the case, but most brands do not clarify this. Certainly, plastic pollution is a complex problem, but one that brands happily shift responsibility onto the consumer. For example, Coca-Cola’s website states “90% of our packaging was recyclable globally in 2023.” However, this diverts attention away from its production of 100 billion single-use plastic bottles each year with many ending up in landfills and the ocean (source).
Irrelevant Claims
Third, a company might feature a claim with little to no benefit. For example, brands may advertise their hand soap as “triclosan free” despite the fact that the FDA banned triclosan from personal care use in 2016 (source).
I have also seen “BPA-free” labels on glass or stainless steel that are naturally free of any bisphenols.
Similarly, some brands label their products as “paraben-free” even when the products don’t actually require a preservative in the first place. To be clear, parabens are preservatives that prevent bacteria and mold growth, so claiming “paraben-free” on products that don’t need any preservatives can be misleading.
Moreover, some brands make bold claims like “fragrance-free” or “waterless,” even though their products clearly list fragrance/parfum or water/aqua as ingredients.
Furthermore, some baby wipes advertise as “alcohol-free,” but my 2025 study of more than 71 baby wipes revealed that none of them actually contained astringent alcohol.
Exaggerated Benefits
Fourth, some companies will claim their product will have a massive positive environmental impact, like significantly reducing carbon emissions, but provide no evidence to support these goals.
As an example, Nestlé has been accused of greenwashing. Particularly after it released ambitions for 100% of its packaging to be recyclable or reusable by 2025. However, Nestle did not set clear targets, timelines, or accountability measures to accompany its claims (source). Understandably, critics believe a major plastic polluter in the world owes more than hollow words.
Sephora’s “Clean at Sephora” standard bans or restricts over 50 ingredients, which is a positive step towards safer products. However, given that there are over 17,000 ingredients available for use in cosmetics, the overall impact of the standard may be less significant than it seems. While it’s beneficial to avoid certain concerning ingredients, it’s important to recognize that the standard covers only a small fraction of what’s allowed in formulations.
Single Sustainable Feature
Fifth, a product label might feature one environmentally friendly aspect, like a biodegradable wrapper, while the rest uses plastic packaging. Obviously, this highlights the lack of real intent by the greenwashing brand. Notably, Starbucks illustrated this by releasing a “strawless lid” in 2018. However, upon further investigation, the new lid contained more plastic than the old lid and straw combination (source).
Similarly, the brand Love Beauty and Planet advertises the use of recycled plastic, but it also uses many concerning ingredients, in my opinion. Instead, my favorite dry shampoo uses entirely safe ingredients, and every component of the container has detailed recycling instructions. Select materials not recyclable in a curbside pick-up are either compostable or eligible for the brand’s specialized recycling program.
Unverified Sustainability Claims
Further, companies tend to draw attention to what ingredients they didn’t use, rather than what ingredients they did use. For instance, “BPA-free” claims are common, but the potentially harmful substitute ingredients go unmentioned. For example, BPS or BPF can disrupt hormones similarly to BPA (source). The lesson here is that if a product claims to be free of something, always look out for what it uses instead. In this example, BPA is a plasticizer that makes plastic soft and pliable to prevent it from shattering. If you take BPA out of the product, what does the manufacturer use instead as a plasticizer? We need to know the replacement and if it is any better than the original material.
While some brands lie about goals, others may be lying about their past actions. Brands may boast about reducing their carbon footprint, but when pressed for proof, they have no verified data or certifications. Currently, we can’t expect most companies to be completely free of fossil fuels, however fabricating facts is never appropriate.
Toxic Substitutes
Here’s another example. Many hair color companies advertise their permanent hair color as ammonia-free whereas in reality, the most widely used ammonia substitute – ethanolamine – is potentially more harmful to the hair and to the unborn child. Learn more in my post about ammonia-free hair color brands.
Going back to paraben-free claims, I noticed that some paraben-free products contain either phenoxyethanol or even formaldehyde-releasing preservatives. Once again, many consumers are not up to date on potentially harmful ingredients and may be misled into believing the product is safe or sustainable.
Appealing But Exaggerated Company Origin Stories
Another example of greenwashing is when companies provide outdated stories about sustainability. Many small businesses may have begun with local and sustainable practices but then did away with them in the name of efficiency.
Alternatively, companies may exaggerate or entirely fabricate sustainable narratives. In many instances, small brands are bought out, and consumers aren’t aware that original sustainability efforts no longer exist. For example, a brand might claim it began with a mission to eliminate single-use plastic waste, but its current practices still make it a major plastic polluter.
Lack Of Ingredient Transparency
Lastly, countless companies avoid using standard INCI (International Nomenclature of Cosmetic Ingredients) naming conventions when listing their ingredients in cosmetics, leaving consumers uncertain about what’s really in their products. Instead of clearly naming controversial or potentially harmful ingredients, they often use vague or appealing descriptions to make them sound more attractive.
Brands also tend to emphasize benefits like “prevents mold growth” or use buzzwords such as “naturally derived” or “biodegradable” before actually revealing the ingredient.
Moreover, I’ve also seen many skincare brands with pages full of glowing testimonials and promises of anti-aging benefits, only to list the ingredients in fine print at the very bottom of the page. Understandably, this makes it harder for consumers to make informed decisions.
How To Avoid Greenwashing As A Consumer
Although greenwashing tactics are widespread, navigating the world of sustainability doesn’t have to feel daunting. Up next, I share three key strategies to avoid falling victim to false or misleading sustainability claims. Rest assured, these tips will help you know the right questions to ask to make informed decisions. Rather than supporting the companies “faking it,” you will learn to recognize genuine effort from companies truly committed to making a positive environmental impact.
Look For Reputable Third-Party Certifications
For starters, most consumers put far too much faith in laws and regulations to keep them safe. In reality, it can take decades to establish restrictions or bans on harmful substances or practices. This is precisely why reputable third-party certifications are fundamental in weeding out greenwashing.
First, labels such as USDA Organic, Fair Trade Certified and Regenerative Organic Certification help you choose more sustainable food products.
Second, certifications like the Global Organic Textile Standard (GOTS), OEKO-Tex, CARB II, National Science Foundation (NSF), and Forest Stewardship Council (FSC) can help in navigating safer home productions, furniture, and materials. In fact, my favorite mattress brand is GOTS-certified as a finished product, meaning every part of it is approved by the GOTS.
Third, when selecting products for personal use such as cosmetics and body care, look for the certifications such as Leaping Bunny Cruelty Free International and PETA’s Global Beauty Without Bunnies that were created for animal rights.
Fourth, while there are helpful ingredient databases such as the Environmental Working Group (EWG Verified Certification), and other label-reading apps, I feel they often fall short in some areas. This is why I created my Savvy Consumer Superpower E-book to teach you how to quickly spot both common and less common red flag ingredients. This is not to criticize the EWG; their work is both significant and important. However, in my opinion, it is a tool to use when looking for safer products, but it should not be your only resource. Learn more in my post about Skin Deep database.
Contact Manufacturers
When I first began researching products back in 2012, I made it a point to reach out directly to companies and even certifying agencies. Early on, I learned not to assume that what I saw on a website was complete or fully accurate. If something wasn’t clear to me after reading it several times, I would ask for clarification. In fact, those questions weren’t silly; they were the key to truly understanding the products. Over time, this process became my education. Since there’s no degree in product research, I had to become self-taught, relying on my critical thinking skills to dig deeper and find the truth.
Even today, I still contact manufacturers because you can’t always trust online product descriptions, especially on platforms like Amazon. For instance, while assisting Savvy Consumer Circle members in finding the safest air fryers, I noticed a common problem: many air fryers advertised as “stainless steel” only used stainless steel in a few parts, not the entire structure. To clarify, to confirm that, I reached out to manufacturers directly and even purchased products myself for closer inspection.
Therefore, here’s my advice: don’t rely solely on descriptions you find online. Instead, take the time to contact companies directly for the most accurate information. It may seem like extra effort, but it can save you the frustration of buying products that don’t meet your expectations, and it empowers you to make better, more informed choices.
Use The I Read Labels For You Website As Your Resource
As I mentioned earlier, I’ve been researching products in-depth and contacting manufacturers since 2012. What began as a personal passion turned into a mission-driven career that I absolutely love. This journey has allowed me to support the U.S. economy, create jobs, and even work as an advisor to companies that appreciate my expertise.
To ensure accuracy, I developed my 5-Step Signature Research Method to avoid accidentally buying or promoting greenwashed products. This approach includes surveying the industry and major players, studying manufacturing processes, researching materials and ingredients, and directly contacting manufacturers for clarity. Moreover, when I find products I trust, I use them myself and share them with my husband and son—my top testers!
Additionally, I’ve invested in my own education over the years, buying e-books and taking specialized courses (some costing between $500 and $2,500) to stay updated with what’s happening in the non-toxic space. In essence, I believe in going the extra mile so you don’t have to.
Now, you have two choices: You can take on the challenge of becoming an educated consumer yourself, or you can join my email list and let me do the legwork for you. In these emails, I’ll share only the products that I trust and use.
Ultimately, it’s like having a friend who’s always looking out for the best, safest options for you—because that’s exactly what I aim to be! If that sounds appealing, I’d love for you to unlock my free emails here!
Conclusion: What Are The Best Strategies To Avoid Greenwashing?
Focus On Transparent Brands, Look For Reputable Third-Party Certifications, Contact Manufacturers To Verify Claims, And Use Supporting Resources Like I Read Labels For You.
In conclusion, by becoming aware of greenwashing techniques, you can make more informed decisions and avoid being misled by false environmental claims. Remember, real change happens when we hold companies accountable for their environmental impact and support those who are genuinely working toward a more sustainable future.
Today, we have reviewed ten examples of how brands seek to appear more sustainable than they are. At the top of the list is vague information that is rampant because few laws are in place to prevent companies from using misleading claims. Conversely, truly stainable brands will provide clarity and be easy to contact with questions.
Similarly, incorrect or irrelevant claims persuade unknowing buyers into a false sense of security. Furthermore, labels advertising that products are “free” of certain chemicals often substitute lesser-known but equally, or even more, toxic ingredients.
Along the same lines, some brands exaggerate their corporate sustainability efforts by advertising empty goals or hyper-focusing on a single, eco-friendly feature, like recyclability. Naturally, this is done to pass the responsibility to the consumers, rather than alter manufacturing practices to avoid waste at the start.
Weed out these strategies by following my three main tips: look for reputable third-party certification, contact manufacturers, and use I Read Labels For You as your resource. Rest assured, as you familiarize yourself with sustainable companies, you will learn what level of information you should expect.
I have been a Manufacturing Advisor For Ingredient Safety for over 10 years and can recommend many genuinely sustainable, non-toxic brands on my blog. As always, you will have access to volumes of free learning material, as well as top-of-the-line e-books. Together, we can align our spending with our values and support the best, most sustainable companies.
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