The State of Green Claims 2025 Report: More than half of Green Claims in print ads would soon be non-compliant
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Here’s what you can look forward to:
✅ Funnel analysis: Classification of all green claims based on how well they meet transparency requirements and content standards under German Federal Court rulings and the EU Empowering Consumers Directive.
✅ Meta-analyses: Grouping of all 164 green claims (from over 2,000 print ads) by category, greenwashing risk, and access & presentation of digital information.
✅ Deep dives: Detailed breakdown of the best green claims from leading industries—and what they got right.
✅ Regulation made simple: The methodology also works as a hands-on guide for implementing all EU Green Claims requirements.
Author
Max Ackermann
Max Ackermann is Founder & CEO of info.link, a technology company based in Hamburg and Berlin, Germany. info.link helps brands turn products into smart, compliant digital touchpoints. Max has over 20 years of experience building digital businesses, leading McKinsey's Design and Corporate Venture teams across Europe. He has also built digital products and platforms with global brands like Nike, Google, Meta, and Airbnb. Max helps brands create GS1-standard Digital Labels to share Green Claims, Digital Product Passports, product information, promotions, and more. He is an expert in QR codes, green claims, EU regulations, multilingual digital labeling, and is a Fellow of the Higher Education Academy in the UK.
