Federal Environment Agency sets out details of greenwashing checks in event marketing

In early September, the Federal Environment Agency and consumer protection organisations clarified the monitoring criteria for event marketing in view of the reform of the Unfair Commercial Practices Act (UWG), which comes into force on 27 September. The regulatory authorities have made it clear that even individual statements on invitations and other promotional materials will be subject to strict scrutiny. This includes, for example, the statement ‘Climate-neutral travel with green electricity tickets’.

If it cannot be substantiated what proportion of an event’s total emissions is actually saved by such a measure, the statement is deemed misleading.

This is particularly relevant for marketing teams, caterers and PR managers. Anyone finalising promotional materials for the fourth quarter should not make claims in isolation, but should transparently specify their exact scope. Instead of ‘sustainable event’, for example, it can be stated specifically that 100 per cent of the on-site electricity supply comes from renewable energy sources.