„Ethical"

What does it mean?

The term "ethical" is a general, non-specific claim that, without concrete substantiation, is considered misleading from 27 September 2026 under the EmpCo Directive and § 5 Abs. 2 UWG. Consumers expect comprehensible criteria and measurable standards with such a claim. The Fair Wear Foundation (FWF), for example, offers a tiered system with the ratings Leader, Good, Needs Improvement, Suspended and Expelled. Mere membership of FWF is not sufficient — the specific rating must be stated. Alternatively, an SA8000 certificate with a current audit report can serve as evidence. Every claim must be substantiated by a recognised standard and publicly accessible evidence.

Typical phrasings

• 'Ethically produced fashion'
• 'Ethical commitment'
• 'We value ethical production'

What you can write instead

Required evidence

• Fair Wear Foundation (FWF)
• SA8000
• Initiative for Compliance and Sustainability (ICS)