Eco-Friendly
A common marketing term suggesting that a product or company is good for the environment or has a low environmental impact, without saying how.
EcoAppraise context
"Eco-friendly" is a classic generic environmental claim. Under the EmpCo Directive it is banned for EU consumers from 27 September 2026 unless recognised excellent environmental performance can be shown.
Related terms
Generic Environmental Claim; EmpCo Directive; Greenwashing; Climate Friendly
Enforcement cases
German Court Bans Netto Yogurt Ad Claiming Feed From 'Environmentally Friendly Cultivation'
ASA Ruling on Eurowings: 'Climate-Conscious' Travel and 100% CO2 Compensation Claims Banned
Walmart, U.S. v. – FTC Enforcement for Deceptive Bamboo and Environmental Claims
www.Cruise.co.uk Ltd – misleading 'eco-friendly' cruise ship claims
ASA Proactive Monitoring of Environmental Claims in Travel Sector