California consumers are increasingly willing to pay more for products that match their values. But many companies resorted to greenwashing as a result. This means they make a product seem more eco-friendly than it really is.
When brands make false sustainability claims, they act unethically and may break consumer protection laws. Learning the signs of greenwashing can help shoppers spot misleading marketing and push companies to be more transparent.
How California protects buyers from false advertising
The Unfair Competition Law (UCL) generally bans companies from using illegal, unfair or dishonest practices in their operations. California’s Consumers Legal Remedies Act (CLRA) also protects consumers. It stops companies from making misleading claims about a product or service’s quality or features.
Courts often apply the reasonable consumer test under both laws. Judges look at whether a label or marketing claim would likely mislead an average buyer. If the message is confusing or deceptive, the company may be liable for false or misleading advertising.
Warning signs of greenwashing
Look out for vague marketing terms that are not clearly explained or supported by reliable third-party certifications, such as:
- Eco-friendly
- Natural
- Plat-derived
- Sustainable
These words can sound environmentally responsible. But without evidence, they may mislead shoppers about a product’s true environmental impact.
Another red flag is when a product label says “recyclable” even though most local recycling programs cannot accept its materials. Brands may also use green leaves, Earth symbols or earth-toned packaging to suggest sustainability without real proof. These tactics can make a product seem more environmentally responsible than it actually is.
Making transparency the goal
Consumers have a right to honest information so they can make informed buying choices. One person losing $5 on a “green” detergent may not seem like much. But if the same false claim misleads a million people, it adds up to a huge profit for the company that should not go unchecked.
Class actions lawsuits allow consumers to combine small losses into one meaningful claim and hold companies responsible for widespread deception. They also discourage misconduct by pressuring companies to improve their practices, leading to more honest advertising and less profit from misleading sustainability claims.
Finding strength in numbers
If you have been misled by a brand’s environmental claims after purchasing a product, you and consumers like you might have grounds for a unified claim. The Schonbrun Seplow Harris Hoffman & Zeldes, LLP team can help you hold corporations accountable for deceptive marketing while protecting your consumer rights,