„Bluewashing"
§ 5 Abs. 1 S. 2 Nr. 1 UWG i.V.m. Anhang I Nr. 4a UCPD i.d.F. EmpCo (EU 2024/825)
What does it mean?
Bluewashing refers to misleading communication by companies that adorn themselves with United Nations logos (UN Global Compact, Sustainable Development Goals, UN Women) without actually implementing substantial measures to achieve the corresponding objectives. Mere membership in the UN Global Compact (UNGC) does not constitute verification of sustainable conduct, but merely represents a self-commitment. According to § 5 Abs. 1 S. 2 Nr. 1 UWG in Verbindung with Anhang I Nr. 4a UCPD i.d.F. EmpCo (EU 2024/825), the use of these logos without transparent disclosure of concrete progress and measurable results is to be assessed as a misleading commercial practice. Companies must demonstrably set out how they contribute to the advertised objectives in order to avoid legal risks.
Typical phrasings
- "We support the Sustainable Development Goals (SDGs)"
- UN Global Compact logo on the website without Communication on Progress
- "UN partner for a better future"
Required evidence
- UNGC Communication on Progress (annual report)
- External SDG reporting (e.g. GRI Standards)
- ISO 14064-1 verification of sustainability indicators
Rechtsgrundlage (Originalwortlaut)
Anhang I Nr. 4a UCPD (i.d.F. EmpCo) — generische Umweltaussage ohne anerkannte Nachweise
Quelle: Richtlinie (EU) 2024/825 (EmpCo) — verbindlich ist ausschließlich die im Amtsblatt der Europäischen Union veröffentlichte Fassung.
DEDeutsch (amtlich, DE-Fassung Amtsblatt)aufklappenzuklappen
„Treffen einer allgemeinen Umweltaussage, wobei der Gewerbetreibende die anerkannte hervorragende Umweltleistung, auf die sich die Aussage bezieht, nicht nachweisen kann."ENEnglish (Official Journal, EN version)aufklappenzuklappen
„Making a generic environmental claim for which the trader is not able to demonstrate recognised excellent environmental performance relevant to the claim."FRFrançais (Journal officiel, version FR)aufklappenzuklappen
„Présenter une allégation environnementale générique au sujet de laquelle le professionnel n'est pas en mesure de démontrer l'excellente performance environnementale reconnue en rapport avec l'allégation."NLNederlands (Publicatieblad, NL versie)aufklappenzuklappen
„Het maken van een generieke milieuclaim zonder dat de handelaar erkende voortreffelijke milieuprestaties kan aantonen die relevant zijn voor de claim."Empcora is a pure checking and documentation service and provides general information only on the legal situation based on the EmpCo Directive (EU 2024/825) and the unfair-competition / consumer-protection law transposing it in your jurisdiction including references. This is not individual legal advice and includes neither the rewriting nor the drafting of texts. No liability or warranty is assumed for the correctness, completeness or up-to-dateness of the analysis, nor for any legal consequences. The legal assessment of an individual case rests with an admitted law firm or lawyer.