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The Green Claims Directive sets clear standards: Only those who can prove sustainability can claim it. Christoph Goeken, co-founder of info.link, explains how brands can use digital channels to communicate sustainability promises transparently. For him, it's clear: The new regulations offer real opportunities – if used correctly.
“The new regulations are eliminating many weak sustainability claims – and companies that genuinely act responsibly now have a much greater opportunity to differentiate themselves.”
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Key insights
Consumers demand transparency and authentic communication
More than 80% of consumers actively engage with sustainability messaging. Companies that present their environmental benefits clearly and credibly can gain a competitive advantage through transparency and strengthen customer loyalty.
Green Claims offer opportunities for differentiation
The new Green Claims regulations are making the market clearer and more transparent. Businesses that provide genuine sustainability benefits – and communicate them precisely – can stand out from the competition.
Green Claims must be specific, data-driven, and verifiable
To meet the requirements of the new regulatory framework and build consumer trust, sustainability claims must be accurate and transparent.
Timeline at a glance
2025: Full implementation of the Green Claims Directive, including requirements for substantiated and verifiable environmental marketing. Going forward, companies may only communicate environmental claims if they are clearly supported by evidence and, ideally, independently verified.
2027: Introduction of the digital labelling system (e.g. GS1 Digital Link1), which will enhance transparency and align with further EU regulations on product traceability and sustainability labelling.
Three practical tips
How can companies effectively prepare for new sustainability regulations? Christoph Goeken has clear, actionable recommendations:
Assess your current Green Claims: Conduct a thorough analysis of the sustainability claims your company is currently making. Verify whether they comply with the new legal requirements and if they are specific and substantiated. If not, make the necessary adjustments.
Develop a long-term sustainability strategy: Go beyond mere compliance and consider where you can create real strategic sustainability advantages. Communicate these clearly and in a differentiated manner to stand out from the competition.
Embrace digital labels and future technologies like digital barcodes: Prepare your packaging for the new transparency requirements by integrating digital labels. These not only allow for more precise communication of Green Claims but also offer new opportunities to digitally support your sustainability strategy.
Conclusion and outlook
In the coming years, digitalisation will not only help companies meet regulatory requirements but also pave the way for more transparent and innovative communication. Those who embrace technologies like digital labels, such as the GS1 Digital Link, will not just comply with regulations but also create real differentiation and added value for consumers. Companies actively shaping this transformation will define the future of the industry.
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Christoph Goeken
Co-founder of House of Change GmbH
Christoph Goeken is the co-founder of House of Change GmbH and leads the development of the info.link platform, which helps brands share their product information transparently and in compliance with regulations. The platform enables brands to share their product details with consumers in a transparent and legally compliant way. Previously, he was Managing Director at Best Nights VC (Jägermeister), advised companies on digital transformation processes at McKinsey, and gained extensive experience in the consumer goods sector at Colgate-Palmolive.
1GS1 Digital Link: An international standard that connects barcodes to the web. It makes product information easily accessible online through a simple scan – such as details about origin, ingredients, or sustainability. From 2027 onwards, it is set to replace the traditional EAN code.
