Let’s talk about Greenwashing

In our latest podcast, Denise Daly Byrne talks to Jill Shaw about Greenwashing, the practice of making misleading environmental claims from a consumer law perspective, and how it is a growing concern for businesses and regulators alike. They explore the current legal framework governing environmental claims, including the Irish Consumer Protection Act, enforcement by the Competition and Consumer Protection Commission, and the role of the Advertising Standards Authority of Ireland. They also discuss the reputational risks businesses face when claims are challenged, even in the absence of financial penalties.

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ALG’s ESG research report earlier this year explored how Irish businesses are tackling sustainability and the growing challenge of greenwashing. We surveyed over 100 Irish businesses and found that while 77% are concerned about greenwashing, fewer than 30% are aware of key consumer legislation such as the Green Transition Directive and the proposed Green Claims Directive.

Looking ahead, Denise outlines upcoming changes, including the Green Transition Directive, which will introduce stricter rules on misleading environmental practices from September 2026 and the uncertain status of the Green Claims Directive. She also shares practical advice for businesses to mitigate risk:

• ensure claims are accurate
• substantiate all statements with evidence
• approach future commitments with clear, achievable plans

Read more in our article ESG research report series | Part 2 – Let’s talk about greenwashing.

Date published: 29 October 2025