News
‘Destruction: Certified’
Certification schemes like FSC are ‘greenwashing forest destruction’.
11 March 2021
This article first appeared in our Organic September 2026 issue of My Green Pod Magazine, published 09 September 2026. Click here to subscribe to our digital edition and get each issue delivered straight to your inbox
Despite the rising cost of living and inflationary pressures, consumers are willing to spend nearly 10% more on products that are more sustainable.
However, with new claims, ‘eco’ labels and quick-fix health trends continuously popping up, shopping can feel like a minefield for people who just want to buy the right thing.
Shocking research by the EU lays bare just how misleading the landscape has become. Over half (53%) of the green claims being made about products in the European market give vague, misleading or unfounded information, while 40% of claims have no supporting evidence to back them up.
230 sustainability labels have been recorded in the EU, but there’s considerable variation in the guarantees they offer.
It’s unsurprising that shoppers report feeling label fatigue – and new research, commissioned by Soil Association Certification, demonstrates just how confused consumers are. Fewer than half of the respondents said they trust food labels and 53% said they find them overwhelming.
Attempts have been made to crack down on misleading claims. The Empowering Consumers for the Green Transition (EmpCo) directive, which will come into force on 27 September this year, will also apply to businesses that are based in the UK and ‘third countries’ that import products into the EU. The regulation stipulates that claims like ‘environmentally friendly’, ‘green’ and ‘organic’ can only be used if there is sufficient evidence to support them.
The directive also places heavy restrictions on sustainability labels, including a complete ban on all labels that are self-created. Certification schemes must now be established by public authorities, developed through industry stakeholder consensus or based on independent third-party certification.
For food and drink, it is worth remembering that ‘organic’ is a legally protected term in both UK and EU law; any entities that use the term have always been subject to checks by an accredited third party.
When consumers are looking for food and drink that is more sustainable and will reduce their exposure to certain artificial chemicals, organic labels provide a reliable shortcut at the point of sale.
Certified organic farmers must pass a yearly inspection to prove that they are meeting organic standards. The use of fossil-fuel derived fertilisers and artificial pesticides is forbidden; instead, organic farmers must build soil fertility naturally through methods like growing nitrogen-fixing legumes and using composts.
Organic has the added assurance of higher animal welfare, no use of GMOs and no routine use of antibiotics.
While other forms of farming, most notably regenerative farming, can share many of the same principles as organic farming, they are not enshrined in law in the same way. The types of pesticides used on regenerative farms varies considerably, as does the reality of how sustainable these farms and their products are.
When FAIRR (a collaborative investor network) conducted a review of companies claiming to have regenerative agricultural programmes, it found that none of them had even set a target to reduce the use of pesticides.
While some regenerative farmers are doing great things, it’s clear others can currently use the term to greenwash. A lack of legal regulation leaves the term open to abuse – an issue that simply cannot happen with organic.
Despite feeling overwhelmed by claims and labels, our research found that one in five consumers say they try to avoid pesticides, environmental contaminants and GMOs.
Nearly three-quarters of respondents said exposure to artificial pesticides and other contaminants like PFAS is ‘somewhat a concern’ for them when buying food, while nearly one-third said it is ‘a major concern’. Consumers evidently want food that organic standards can deliver.
Unfortunately, ‘organic’ is not a legally regulated term for non-food products like cosmetics and textiles. The EmpCo directive may curb some of the misleading uses of the term in these areas, but looking for reputable third-party organic certification logos remains the best way to guarantee a genuine ‘organic’ product.
For cosmetics and personal care, the COSMOS Organic logo shows 95% of the product’s physically processed agricultural ingredients are organic. For textiles, the GOTS logo ensures a minimum of 70% organic fibre, as well as extra assurances on better conditions for workers throughout the supply chain. As with food and farming, both these standards subject certified businesses to a yearly inspection.
In Organic September, choose organic – a shortcut to better.
Certification schemes like FSC are ‘greenwashing forest destruction’.
MEPs adopt new law banning greenwashing and misleading product information.
Soil Association Certification’s Paige Tracey sets out the differences between organic and regenerative agriculture.
Investigation reveals greenwashing by major brands – even after ASA ad bans.
