What is Clean Claims?

What is Clean Claims?

Clean Claims is a web-based platform for managing sustainability claims across their whole lifecycle. Companies use it to detect the environmental claims in their marketing content, connect each claim to the evidence that supports it, run the claim through an internal approval workflow, and reuse the approved claim across channels with a public verification layer.

The platform is built around a single question: can you prove what you say? Every claim in Clean Claims carries its own risk level, evidence links and approval history, so teams can show regulators, customers and internal stakeholders exactly what a claim means and what stands behind it.

What does Clean Claims do?

Clean Claims covers eight core functions:

• Detects sustainability claims

  Scans marketing copy — web pages, product pages, campaign text — and identifies the environmental claims in it.

• Identifies potential greenwashing risks

  Scores each claim against a taxonomy aligned with regulators' guidance on misleading environmental claims.

• Maps claims to evidence

  Links every claim to the substantiation behind it: reports, certifications, test results and policies.

• Supports claim substantiation

  Provides a structured way to collect and document the proof behind each claim.

• Creates an approved claims database

  Maintains a single source of truth of approved claims, organised per organisation and product.

• Provides workflows for reviewing claims

  Runs claims through review steps across roles such as sustainability, communications and legal.

• Maintains an audit trail

  Records who approved which claim, when, and on which evidence.

• Helps teams reuse approved claims across channels

  Makes approved claims available across the website, social content and published claim pages with verification.

Who is Clean Claims for?

Clean Claims is used by five groups:

• Sustainability teams

  Own the substance behind claims and keep them evidence-based.

• Marketing teams

  Write and publish claims and need to know what is safe to say.

• Legal and compliance teams

  Review claims for regulatory risk before they go public.

• Product teams

  Attach verified claims to specific products and lines.

• Communications agencies

  Produce sustainability content on behalf of clients.

How does Clean Claims work?

1. Analyse.

   Run marketing copy, web pages or campaign text through the risk check to surface every sustainability claim and its greenwashing risk level.

2. Substantiate.

   Map each claim to the evidence that supports it — reports, certifications, test results and policies.

3. Approve.

   Route the claim through review workflows so the right people sign off before anything goes public.

4. Publish and monitor.

   Reuse approved claims across channels, including public claim pages and short-form Stories with swipeable substantiation.

What regulations does Clean Claims support?

Clean Claims' claim taxonomy and risk analysis are aligned with the following frameworks:

• EU Directive (EU) 2024/825 — EmpCo

  The “Empowering Consumers for the Green Transition” Directive. It bans generic environmental claims without recognised excellent environmental performance and claims based solely on offsetting, and tightens rules on sustainability labels. It amends the Unfair Commercial Practices Directive (2005/29/EC) and the Consumer Rights Directive (2011/83/EU), and applies across the EU from 27 September 2026.

• Dutch implementation of Directive 2024/825

  The Implementatiewet richtlijn betere duurzaamheidsinformatie voor consumenten (Wet van 27 mei 2026, Staatsblad 2026, 152), which implements the Directive in Book 6 of the Dutch Civil Code, including rules on sustainability claims and labels.

• ACM guidance — Guidelines for Sustainability Claims

  The Leidraad Duurzaamheidsclaims published by the Netherlands Authority for Consumers and Markets (ACM), the Dutch regulator's practical rules for substantiating and communicating sustainability claims.

• CMA Green Claims Code

  The UK Competition and Markets Authority's guidance on making environmental claims that are truthful, accurate, clear, substantiated and not misleading by omission.

• Unfair Commercial Practices Directive 2005/29/EC

  The EU baseline against which misleading commercial practices — including misleading environmental claims — are assessed.

• National implementations of Directive 2024/825

  Member-state implementations of the Directive as they enter into force across the EU.