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German drugstore commits to greater transparency in response to consumer greenwashing claim

Date:
18 May 2022

Relevant legislation/regulation:
Act against Unfair Competition

Jurisdiction:
Germany

Status:
Ongoing

Regulator/enforcement authority:
Civil case – NGO

ESG Category:
Environmental

Defendant(s)/subjects(s):
Beiersdorf AG

Key Facts:

The NGO Environmental Action Germany (Deutsche Umwelthilfe (DUH)) filed a claim against drugstore company Beiersdorf AG in connection with advertising statements that some of its products were “100% climate neutralised”. The adverts claimed that Beiersdorf used carbon offsetting through certified climate protection projects to compensate its emissions.

DUH alleged that Beiersdorf had breached consumer protection law by failing to provide sufficient information for consumers to corroborate the company’s claims of climate neutrality.

In May 2023, Beiersdorf submitted a cease-and-desist declaration to the Hamburg Regional Court committing the company to greater transparency in its advertising. For example, future adverts will include internet links and QR codes to directly refer to pages providing more information about projects used to offset or compensate carbon emissions.

Sources:

DUH press release and Energy Post article