{"id":30255,"date":"2025-12-17T00:52:10","date_gmt":"2025-12-16T22:52:10","guid":{"rendered":"https:\/\/kpw.law\/?p=30255"},"modified":"2026-05-20T03:28:57","modified_gmt":"2026-05-20T01:28:57","slug":"climate-neutral-advertising-unfair","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/climate-neutral-advertising-unfair\/","title":{"rendered":"Climate-neutral advertising unfair"},"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 is-light 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=\"c9653c\" data-has-transparency=\"false\" style=\"--dominant-color: #c9653c;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-30252 size-large not-transparent\" alt=\"Klimaneutral Werbung unlauter, Nat\u00fcrlich, Sonnencreme, Wettbewerbsrecht, EmpCo-Richtlinie, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Klimaneutral-Werbung-unlauter-1024x576.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Klimaneutral-Werbung-unlauter-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Klimaneutral-Werbung-unlauter-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Klimaneutral-Werbung-unlauter-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Klimaneutral-Werbung-unlauter-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Klimaneutral-Werbung-unlauter-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_2575893ba93a7381f594f7e608195466\" 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\"><span class=\"v4-marker-highlight-background\">Climate neutral<\/span><\/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\">Advertising<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-320b800f44e8ee923f419725789f5e87\" 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\">unfair.<\/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=\"2025-12-17T00:52:10+02:00\">17. December 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>Can a cosmetics company advertise sun protection as &#8220;climate neutral&#8221; &#8211; if nothing is explained? And how &#8220;natural&#8221; is &#8220;natural care&#8221; if it contains synthetic ingredients? <\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-klimaneutrale-sonnencreme\">Climate-neutral interior cream?<\/h2>\n\n<p>A cosmetics company offered a sunscreen product. The packaging featured a round symbol with the words &#8220;climate&#8221; and &#8220;neutral&#8221;. The sun cream was also advertised with statements such as &#8220;Reliable sun protection combined with natural cosmetics&#8221; and &#8220;Natural care without compromise&#8221;.    <\/p>\n\n<p>The <a href=\"https:\/\/www.vzbv.de\/\">Federation of German Consumer Organizations (vzbv<\/a> ) considered the advertising to be unfair and took legal action against it. In the view of the consumer advocates, the &#8220;climate-neutral&#8221; <a href=\"https:\/\/kpw.law\/en\/industries\/advertising\/\">advertising <\/a>was misleading. The term &#8220;climate-neutral&#8221; could be understood both in the sense of a CO\u2082 reduction during production and in the sense of mere CO\u2082 compensation, without the advertising making this clear. In addition, the advertising with &#8220;natural&#8221; is misleading if the proportion of natural ingredients is actually only 51.9%.   <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-klimaneutral-und-naturlich\">Climate-neutral and natural<\/h2>\n\n<p>Environmental and sustainability claims (&#8220;climate neutral&#8221;, &#8220;environmentally friendly&#8221;) have a strong sales-promoting effect. This is precisely why <a href=\"https:\/\/kpw.law\/rechtsgebiet\/wettbewerbsrecht\/\">competition law<\/a> requires such claims to be correct, clear and understandable for consumers. If important information is missing, even the omission (not just a false claim) can be problematic. This applies in particular to labels\/seals, whose claims are easily overestimated by consumers without context.   <\/p>\n\n<p>Similarly with &#8220;natural&#8221;: in the cosmetics sector, many shoppers associate &#8220;natural care&#8221; not only with a &#8220;little bit of nature&#8221;, but often with the expectation that a product consists (almost) entirely of natural ingredients &#8211; or at least is not composed of &#8220;classic synthetic&#8221; ingredients. How far this expectation extends depends heavily on the wording (&#8220;natural&#8221; vs. &#8220;with natural ingredients&#8221;), the product context and the specific presentation. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-lg-marburg-untersagt-werbung\">Marburg Regional Court prohibits advertising<\/h2>\n\n<p>With  <a href=\"https:\/\/www.vzbv.de\/sites\/default\/files\/2025-12\/LG%20Marburg_29.10.2025.pdf\">Judgment of 29.10.2025 &#8211; Ref. 1 O 243\/24 <\/a>  the Marburg Regional Court prohibited the cosmetics company from continuing to use the objectionable statements in their previous form.<\/p>\n\n<p>The focus was initially on the &#8220;climate-neutral&#8221; symbol used. According to the court, such a label gives the impression that no or practically no carbon dioxide emissions are produced during production and distribution. However, CO2 was actually produced. Whether these emissions were offset remained open to consumers. This was precisely where the court saw the problem: without a clear explanation of whether climate neutrality was achieved through avoidance, reduction or mere compensation, the statement was too vague and therefore misleading.      <\/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>This statement does not correspond to the facts, because CO2 is produced during the manufacture of the products<\/p>\n<\/blockquote>\n<\/div>\n\n<p>The naturalness advertising did not stand up to judicial scrutiny either. In the court&#8217;s opinion, the statement &#8220;Reliable sun protection combined with natural cosmetics&#8221; suggested more than just individual natural ingredients. Consumers expect a product whose composition is essentially characterized by natural ingredients. With a natural origin of only 51.9 percent and the use of synthetic ingredients, this expectation was not fulfilled.   <\/p>\n\n<p>This is even clearer with the phrase &#8220;natural care without compromise&#8221;. This leaves hardly any room for relativization and gives the impression of a completely natural formula. For a product with synthetic ingredients, this is simply too much of a promise.  <\/p>\n\n<h2 class=\"wp-block-heading\">Legal classification<\/h2>\n\n<p>The decision fits seamlessly into a series of rulings with which courts have curbed <a href=\"https:\/\/kpw.law\/thema\/greenwashing-und-bluewashing\/\">greenwashing <\/a>and exaggerated sustainability promises in recent years. It is not so much the result that is new, but rather the clarity with which the Marburg Regional Court emphasizes that unclear labels and euphonious slogans are to the detriment of the advertising company. <\/p>\n\n<p>This becomes particularly clear with the &#8220;climate neutral&#8221; symbol. Precisely because it looks like an official seal, the court expects a high degree of transparency. Such a label must not promise more than it declares. If there is no explanation, all that remains is the advertising effect &#8211; and that is not enough in legal terms.   <\/p>\n\n<h2 class=\"wp-block-heading\">Outlook: EmpCo directive further tightens the standard<\/h2>\n\n<p>The ruling by Marburg Regional Court is also a foretaste of what companies will have to face with the implementation of the <a href=\"https:\/\/kpw.law\/thema\/empco-richtlinie\/\">EmpCo Directive (Empowering Consumers for the Green Transition)<\/a>. The directive aims to better protect consumers from misleading environmental advertising and to curb blanket sustainability promises. <\/p>\n\n<p>In future, general environmental claims such as &#8220;climate-neutral&#8221;, &#8220;environmentally friendly&#8221; or &#8220;sustainable&#8221; will only be permitted if they are based on recognized, verifiable and transparent criteria. Pure compensation models are particularly subject to criticism. Self-designed labels without independent verification are also to be treated much more strictly or banned altogether.  <\/p>\n\n<p>If these requirements are applied to the case from Marburg, it becomes clear that the advertising complained of would hardly have been sustainable even under future legislation. The trend is clearly moving towards complete transparency and away from green-colored short messages. <\/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 is in line with other rulings on environmental claims such as &#8220;climate neutral&#8221; and once again makes it clear that advertising with sustainability is only permitted if there is evidence of sustainability and not mere greenwashing.  <\/p>\n\n\n\n<p>In view of the forthcoming implementation of the EmpCo Directive, this standard is becoming even stricter. After that, corresponding seals would only be permitted with a corresponding certification system.   <\/p>\n\n\n\n<p>Companies are therefore well advised to critically review their environmental statements now in order to avoid future <a href=\"https:\/\/kpw.law\/thema\/abmahnung\/\">cease and desist <\/a>letters.<\/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_bac586f8c6e9e85cf12b1e3a75ffa89f\" 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 about<\/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\">Competition law!<\/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>Marburg District Court overturns climate-neutral label and natural advertising. Why greenwashing is risky and what will change for companies in the future. <\/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":[5058,5983,6000,6001],"thema":[5985],"rechtsgebiet":[4987],"produkt":[5134,4981,4982,5775],"class_list":["post-30255","post","type-post","status-publish","format-standard","hentry","category-general","tag-climate-neutral","tag-empco","tag-natural","tag-sun-cream","thema-empco-directive","rechtsgebiet-competition-law","produkt-advice-on-competition-law","produkt-defense-against-warning-letter-under-competition-law","produkt-prosecution-of-infringement-of-competition-law","produkt-successfully-combating-competition-law-infringements"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>LG Marburg: Climate-neutral advertising unfair<\/title>\n<meta name=\"description\" content=\"Marburg District Court overturns climate-neutral label and natural advertising. 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