The rules and views on sustainability claims are constantly changing. Therefore, the Authority for Consumers & Markets (ACM) has given the 'Guidelines Sustainability Claims' a major update. On June 13, 2023, the new version was published on ACM's website. The document - like the first version - contains rules of thumb and practical examples to help companies formulate sustainability claims. The updated rules of thumb are as follows:

1. Use correct, clear, specific and complete sustainability claims.
2. Substantiate your sustainability claims with facts, and keep them up-to-date.
3. Make fair comparisons with other products or competitors.
4. Describe your future sustainability ambitions in concrete and verifiable terms.
5. Make sure that visual claims and labels are useful to consumers, not confusing.

The new Guidelines Sustainability Claims, which discusses these rules of thumb in detail, can be found here (in Dutch). An English version will be published by the end of June. Let me know if you wish to receive the full English text. 

Daniël Haije

27 June 2023