{"id":28486,"date":"2025-09-22T10:10:00","date_gmt":"2025-09-22T08:10:00","guid":{"rendered":"https:\/\/kpw.law\/?p=28486"},"modified":"2026-04-02T12:34:41","modified_gmt":"2026-04-02T10:34:41","slug":"is-biobased-a-sham","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/is-biobased-a-sham\/","title":{"rendered":"Is biobased a sham?"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"795f79\" data-has-transparency=\"false\" style=\"--dominant-color: #795f79;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-28481 size-large not-transparent\" alt=\"Ist biobasiert eine Mogelpackung?, Nachhaltigkeit, Werbung, Wettbewerbsrecht, Greenwashing, Green Claims, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/ist-biobasiert-eine-Mogelpackung-1024x576.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/ist-biobasiert-eine-Mogelpackung-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/ist-biobasiert-eine-Mogelpackung-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/ist-biobasiert-eine-Mogelpackung-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/ist-biobasiert-eine-Mogelpackung-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/ist-biobasiert-eine-Mogelpackung-2048x1152.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_f52624f56cc3647d2026b766ead7de52\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Bio-based<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">=<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-8bb01793c1ead94856e2cbb686ad431e\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">Deceptive packaging?<\/span><\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2025-09-22T10:10:00+02:00\">22. September 2025<\/time><\/div>\n\n\n<p>from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p><strong>When is &#8220;organic&#8221; really organic? The Berlin Court of Appeal has taken a close look at advertising with &#8220;bio-based&#8221; and set strict standards. What does this mean for companies that advertise sustainability?  <\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-worum-geht-s\">What is it all about?<\/h2>\n\n<p>The pea milk &#8220;vly UNGES\u00dcSST&#8221; advertised with the statement &#8220;Packaging &amp; lid are bio-based&#8221;. However, a consumer association saw this as misleading and filed a lawsuit.   <\/p>\n\n<p>The consumer association argued that the claim &#8220;Packaging &amp; lid are bio-based&#8221; misleads consumers. The term gives the impression that the packaging is made from 100 percent renewable raw materials. In fact, however, it only contains 82 percent renewable and 18 percent fossil raw materials. A reference to the website is not enough &#8211; the information must be provided directly on the packaging.   <\/p>\n\n<p>The manufacturer defended its advertising claim by stating that the term &#8220;biobased&#8221; is established on the market and is also used by the packaging manufacturer Tetrapack. The Federal Environment Agency also uses the term for packaging that is not made from 100 percent renewable raw materials. Detailed explanations are also available on the website. The FSC Mix label and other labels on the packaging already indicate that it is a mixture of different materials.   <\/p>\n\n<h2 class=\"wp-block-heading\">The legal background<\/h2>\n\n<p>The<a href=\"https:\/\/kpw.law\/rechtsgebiet\/wettbewerbsrecht\/\"> law against unfair competition <\/a>prohibits misleading advertising claims. The standards for environmental and sustainability advertising are particularly strict. The reason: consumers are increasingly turning to environmentally friendly products, but at the same time there is a growing risk that vague terms such as &#8220;sustainable&#8221; or &#8220;bio-based&#8221; will create false expectations. There have already been several <a href=\"https:\/\/kpw.law\/werbung-mit-klimaneutralitaet-ist-irrefuehrend\/\">decisions on climate-neutral <\/a>and similar terms.   <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-die-entscheidung-zu-biobasiert-im-detail\">The decision to go biobased in detail<\/h2>\n\n<p>The Berlin Court of Appeal ruled  <a href=\"https:\/\/gesetze.berlin.de\/bsbe\/document\/NJRE001610394\">Judgment of 21.01.2025 &#8211; Ref. 5 U 103\/22 <\/a>  considers the bio-based claim on the packaging to be misleading &#8211; and draws clear boundaries for &#8220;green&#8221; advertising claims.  <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-green-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p>In the case of ambiguous advertising with an environmental claim, the resulting potential to mislead must regularly be countered by clearly and unambiguously explaining in the advertising itself which specific meaning is relevant.<\/p>\n<\/blockquote>\n<\/div>\n\n<p>The core problem was that the term &#8220;biobased&#8221; is ambiguous. Some consumers understand it to mean &#8220;partly made from renewable raw materials&#8221;, others expect &#8220;100 percent renewable materials&#8221;. <\/p>\n\n<p>A reference to the company website, where clarifying information is provided, was not sufficient for the court. The necessary information must already be on the packaging &#8211; where the consumer makes the purchase decision. <\/p>\n\n<h2 class=\"wp-block-heading\">What this means in practice<\/h2>\n\n<p>The ruling is a clear warning signal for companies. The message is: ambiguities with green buzzwords are at the expense of the advertiser if they are not clearly explained.   <\/p>\n\n<ul class=\"wp-block-list is-style-arrow\">\n<li><strong>Clarity is mandatory:<\/strong> ambiguous terms such as &#8220;bio-based&#8221; or &#8220;sustainable&#8221; must be explained directly in the context of use.<\/li>\n\n\n\n<li><strong>Have evidence ready:<\/strong> Companies should also be able to substantiate their statements.<\/li>\n\n\n\n<li><strong>Observe EU regulations:<\/strong> The new <a href=\"https:\/\/kpw.law\/en\/new-rules-for-advertising-with-sustainability\/\">EmpCo Directive (EU) 2024\/825 further tightens the requirements<\/a>. General, unsubstantiated environmental claims will be explicitly prohibited in future. <\/li>\n<\/ul>\n\n<p>Food manufacturers, cosmetics companies and packaging producers, for example, are <strong>particularly affected<\/strong>. But fashion and retail companies must also check their advertising claims. Those who remain inaccurate risk cease and desist <a href=\"https:\/\/kpw.law\/thema\/abmahnung\/\">letters<\/a>, court proceedings and reputational damage.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-fazit\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>The ruling highlights a fundamental problem with environmental advertising: Terms such as &#8220;bio-based&#8221; or &#8220;sustainable&#8221; sound good, but often remain vague. Companies like to use this ambiguity in marketing for <a href=\"https:\/\/kpw.law\/thema\/greenwashing\/\">greenwashing<\/a> &#8211; with the risk that the advertising will be classified as anti-competitive.   <\/p>\n\n\n\n<p>Companies should therefore carefully review such statements and ensure the necessary transparency. The stricter rules that will apply in future must also be observed. Otherwise, there is not only the threat of legal proceedings, but also a loss of trust among customers.  <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_90c0b6776de574aea36a8f02a7a39245\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you on<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Green Claims!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Bio-based: Find out what competition law requirements are placed on advertising with sustainability for packaging.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[5741,5742,5056,5599],"thema":[4994,5062,4924],"rechtsgebiet":[4987,5013],"produkt":[],"class_list":["post-28486","post","type-post","status-publish","format-standard","hentry","category-general","tag-bio-based","tag-green-claims-en","tag-greenwashing-en","tag-sustainability","thema-food","thema-greenwashing-and-bluewashing","thema-warning","rechtsgebiet-competition-law","rechtsgebiet-e-commerce-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Bio-based: Sustainable packaging or deceptive packaging?<\/title>\n<meta name=\"description\" content=\"Bio-based: Find out what competition 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