New rules for green advertising: a challenge for many companies, an opportunity for transparent innovations
From the end of September, the rules regarding sustainability communication in the Netherlands and the rest of Europe will become significantly stricter. Companies may no longer describe products as “green”, “environmentally friendly”, or “sustainable” without clear substantiation.
The new European regulations aim to put an end to greenwashing: the use of sustainability claims that cannot be proven, or are insufficiently proven. For many companies, this means that packaging, websites, labels, and marketing materials must be thoroughly revised.
From general sustainability claims to demonstrable evidence
Where terms such as “green choice” or “environmentally friendly product” were often sufficient in the past, companies will now have to communicate much more specifically. Sustainability benefits must be measurable, verifiable, and transparent.
Increasingly, it is not the slogans but the underlying data that become important. Certifications, Environmental Product Declarations (EPDs), material passports, and validated environmental impact assessments play a crucial role in this.
A challenge for many companies
According to experts, smaller companies in particular are still insufficiently prepared for the new regulations. Adapting packaging, websites, and product information requires time, resources, and expertise.
Additionally, there is a risk that companies may temporarily remove certain sustainability claims for fear of sanctions or fines. That would be a pity, as consumers and construction professionals specifically need clear information about the environmental impact of products.
Carbstone and Masterwalls are exceptions
Carbstone building blocks and Masterwalls prefab walls are among the exceptions because their sustainability claims are based on demonstrable product performance and independent verification. Carbstone forms the CO₂-negative, circular basic building block, while Masterwalls applies this construction technology in prefabricated wall solutions for the construction sector. The environmental claims are not based on general marketing terms, but on measurable data, certifications, and documented environmental impact.
Carbstone is produced from secondary raw materials and hardens through CO₂ carbonation instead of using cement. As a result, CO₂ is absorbed during the production process, creating a building block with a demonstrably low environmental impact. Performance is substantiated by, among other things, an EPD, certifications, and inclusion in relevant environmental databases.
The circular properties are also demonstrable. After use, the building blocks can be reprocessed into raw materials for new applications, ensuring that material value is retained within the circular economy.
Transparency becomes a competitive advantage
The new regulations will force the market to communicate more clearly about sustainability. Products that can demonstrate their environmental impact with independent data will therefore gain a significant advantage.
For architects, contractors, and project developers, it will become easier to compare materials objectively and make choices based on proven performance rather than general sustainability claims.
The stricter rules are therefore not only a control mechanism against greenwashing, but also an incentive for innovative solutions that can actually demonstrate sustainability.
At Carbstone, we believe that transparency forms the basis for sustainable construction. It is not what we claim that is important, but what we can prove.