The article discusses the rising concern of greenwashing in ecology-focused marketing and the introduction of legislation aimed at clarifying 'green' advertising rules in Poland.
The article highlights that ecology has become a trendy theme evident in packaging, advertisements, and daily consumer communication. However, this trend has given rise to greenwashing, where companies mislead consumers about the actual ecological quality of their products and services. This growing issue is gaining attention not just from the consumers but also from regulatory bodies focused on combating deceptive advertising practices.
On December 29, 2025, a new legislative proposal aiming to implement an EU directive was published, which promises to establish clearer rules for businesses engaged in 'green' advertising. The legislation is designed to regulate the market for ecological claims, addressing the prevalence of misleading practices that confuse consumers regarding the environmental impact of products. The intention is to protect consumers and ensure that advertising practices are honest and transparent.
As more consumers become environmentally conscious, the need for transparent and truthful advertising becomes imperative. The article suggests that this legislation will not only assist businesses in navigating the complexities of green marketing but will also empower consumers by providing them with clearer expectations about the sustainability of the products they choose, thereby potentially reducing instances of greenwashing in the marketplace.
