„Bluewashing"
§ 5 Abs. 1 S. 2 Nr. 1 UWG i.V.m. Anhang I Nr. 2 UCPD i.d.F. EmpCo (EU 2024/825)
What does it mean?
Bluewashing refers to misleading communication by companies that adorn themselves with United Nations logos (UN Global Compact, Sustainable Development Goals, UN Women) without actually implementing substantial measures to achieve the corresponding objectives. Mere membership in the UN Global Compact (UNGC) does not constitute verification of sustainable conduct, but merely represents a self-commitment. According to § 5 Abs. 1 S. 2 Nr. 1 UWG in Verbindung with Anhang I Nr. 2 UCPD i.d.F. EmpCo (EU 2024/825), the use of these logos without transparent disclosure of concrete progress and measurable results is to be assessed as a misleading commercial practice. Companies must demonstrably set out how they contribute to the advertised objectives in order to avoid legal risks.
Typical phrasings
- "We support the Sustainable Development Goals (SDGs)"
- UN Global Compact logo on the website without Communication on Progress
- "UN partner for a better future"
What you can write instead
Specific SDG targets with measurable progress: "Reduction of water consumption by 35% by 2030 (target SDG 6.4), verified by ISO 14064-1."
Required evidence
- UNGC Communication on Progress (annual report)
- External SDG reporting (e.g. GRI Standards)
- ISO 14064-1 verification of sustainability indicators
Rechtsgrundlage (Originalwortlaut)
Anhang I Nr. 2a UCPD (i.d.F. EmpCo) — Nachhaltigkeitssiegel ohne Zertifizierungssystem
Quelle: Richtlinie (EU) 2024/825 (EmpCo) — verbindlich ist ausschließlich die im Amtsblatt der Europäischen Union veröffentlichte Fassung.
DEDeutsch (amtlich, DE-Fassung Amtsblatt)aufklappenzuklappen
„Anbringen eines Nachhaltigkeitssiegels, das nicht auf einem Zertifizierungssystem beruht oder nicht von staatlichen Stellen festgesetzt wurde."ENEnglish (Official Journal, EN version)aufklappenzuklappen
„Displaying a sustainability label that is not based on a certification scheme or not established by public authorities."FRFrançais (Journal officiel, version FR)aufklappenzuklappen
„Afficher un label de développement durable qui n'est pas fondé sur un système de certification ou qui n'a pas été mis en place par des autorités publiques."NLNederlands (Publicatieblad, NL versie)aufklappenzuklappen
„Het weergeven van een duurzaamheidskeurmerk dat niet op een certificeringsregeling is gebaseerd of niet door overheidsinstanties is ingesteld."