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ACM (Netherlands Authority for Consumers and Markets)
The Dutch competition and consumer authority. It has published guidance on sustainability claims and taken action against companies, leading several to change or remove claims.
EcoAppraise context
ACM's guidance is one of the most practical references in the EU for making sustainability claims specific and verifiable.
Related terms
Generic Environmental Claim; EmpCo Directive; Substantiation
Enforcement cases
Unilever to adjust sustainability claims following ACM action
Dutch department store De Bijenkorf removes incorrect sustainability claims following an ACM action
Unilever past duurzaamheidsclaims aan na actie ACM
Toezegging Decathlon Duurzaamheidsclaims
ACM Sets Out Stricter Dutch Rules on Sustainability Claims From 27 September 2026
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