The need to substantiate a sustainability claim arises as soon as a company makes a claim that may influence a customer’s or consumer’s perception of a product, service or company. In practice, this means that there should be something more behind the claim than a good intention, a general view or a vague impression.
From an SME’s perspective, what matters is not only whether the claim feels right, but also whether the company can explain what the claim means, what it concerns and what it is based on. If, for example, the company refers to packaging, material choices, emissions, the supply chain or a single specific action, this should also be reflected in how the claim is limited.
The Government Proposal HE 47/2026, concerning the implementation of the EU Directive on empowering consumers for the green transition, clearly reflects the idea that even correct information can become problematic if the overall impression it creates is too broad or misleading. Therefore, when assessing a sustainability claim, it is not enough to ask whether the claim is true. It is also necessary to assess whether the claim is precise and whether it gives an accurate picture of what the company can actually demonstrate.
A good practical test is simple. If a customer asks how this can be substantiated, the company should have a clear answer. If the answer remains vague, the claim itself is also likely to be too vague.
Often, the safest way to communicate is to state as concretely as possible what has been done, what it concerns and which part of the company’s operations it relates to. The less room for interpretation the claim leaves, the stronger it usually is.
Also read: Which sustainability claims are risky?
Sustainability claims and sustainability communication under tightening regulation: What Can an SME Say About Its Sustainability?
Explore the online course: Sustainability claims and credible sustainability communication for SMEs (in Finnish).
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