Guide Against Greenwashing


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Greenwashers talk loudly about sustainability without contributing to a better world. Responsible companies work hard to create shared values for themselves and society.

Greenwashing is a form of misleading marketing or communication, where a product, service or company is presented as “better” in respect to climate change, the environment or human rights issues, without proper documentation to back this claim.

Sustainability and social responsibility are complex matters. It is easy to make mistakes when trying to communicate the content of your businesses efforts. However, these mistakes can mislead and frustrate consumers, and in turn create apathy towards the most important challenges of our time. This initiative seeks to be a practical guide to avoid greenwashing and thus help to accelerate the shift towards a sustainable economy.

The Guide Against Greenwashing was made in Norway by the organisations Skift - Climate Business Leaders, Zero, Future in our hands and WWF Norway.

The guide defines greenwashing as a term that applies the UN’s 17 Sustainable Development Goals. In other words, greenwashing is not limited to environmental issues, but could also be related to topics like gender equality, poverty, hunger, health, education, decent work and so on.

The guide is not a set of laws, but rather a tool to help businesses avoid greenwashing. We encourage all businesses to sign, and do their best to adhere to the principles of the guide.

Does your company want to sign the Guide Against Greenwashing? Send us an e-mail at with your logo!