EcoClaim Research
Live data — refreshes as new sites are scannedHow EU websites are really performing on green claims
Greenwashing statistics for 2026, measured rather than surveyed. These are anonymized averages from live scans run by EcoClaim's compliance engine against the green-claims rules in Directive 2024/825 (EmpCo / ECGT) — not a questionnaire, and nothing self-reported.
58/100
Average compliance score across every scanned site
6,800+
Environmental claims analysed across 1,900+ pages
63
Days until the directive applies (27 September 2026)
Average compliance score by sector
Each site contributes its most recent completed scan. A sector appears only once at least 3 sites in it have been scanned — an average of one or two sites would be noise, not a benchmark.
| Sector | Average score | Range | Sites |
|---|---|---|---|
| Food & beverage | 89Low risk | 78–95 | 4 |
| Industrial / B2B | 81Low risk | 49–95 | 7 |
| Textiles & fashion | 70Medium risk | 19–100 | 11 |
| Cosmetics & personal care | 62Medium risk | 11–100 | 12 |
| Travel, tourism & hospitality | 61Medium risk | 10–100 | 8 |
| General / Other | 57Medium risk | 10–100 | 483 |
The most common violations
Share of scanned sites whose latest scan trips each rule, across 525 sites. One site counts once per rule no matter how many pages repeat the claim.
Generic environmental claims without specific, verifiable proof
High riskDirective 2024/825 Art. 1 amending Directive 2005/29/EC — Annex I point 4a (generic environmental claims without recognized excellent environmental performance); Art. 6(1) for misleading specific claims
79%of scanned sites
Misleading visual imagery or nature-evoking design
Medium riskDirective 2005/29/EC Art. 6(1)(b) — overall presentation deceiving the average consumer
56%of scanned sites
Misuse or imitation of certification logos and trust marks
Medium riskDirective 2005/29/EC Annex I points 2 and 4 — displaying trust marks without authorisation
28%of scanned sites
Environmental claims about entire product when only partial
Medium riskDirective 2024/825 Art. 1 amending Directive 2005/29/EC — Art. 6(2) and Annex I point 4b (environmental claim about the entire product or business when it concerns only a certain aspect)
27%of scanned sites
Environmental claims based solely on carbon/emissions offsetting
High riskDirective 2024/825 Art. 1 amending Directive 2005/29/EC — Annex I point 4c (claims that a product has a neutral, reduced or positive environmental impact based on offsetting of greenhouse gas emissions)
19%of scanned sites
Displaying self-made or unrecognized sustainability labels
High riskArticle 1(2) amending Annex I of Directive 2005/29/EC, point 2a; Art. 1 inserting the 'certification scheme' definition into Art. 2 UCPD
13%of scanned sites
Rule titles follow EcoClaim's ruleset derived from Directive 2024/825 and the amended UCPD. See the full list of banned and restricted terms.
How these numbers are produced
Every figure comes from EcoClaim scans of live websites. The engine crawls a site's public pages, extracts each environmental or sustainability claim, and classifies it against a rule set derived from Directive 2024/825 and the amended Unfair Commercial Practices Directive (2005/29/EC), plus the national transposition rules of the markets the site sells into.
The compliance score starts at 100. Each high-risk finding weighs 15 points and each medium-risk finding 5, applied through a diminishing-impact curve so heavily-flagged sites remain distinguishable from one another. Compliant claims never reduce a score.
Nothing here identifies anyone. Only a sector average, a range and a count are published. No site name, URL, customer or individual score is exposed, and sectors below 3 sites are withheld entirely so a small group cannot be reverse-engineered.
Scores reflect what was publicly visible on each site at scan time. They are not a legal determination, and this page is not legal advice.
Where does your site sit?
Run a free scan and see your compliance score against your own sector's average — with every flagged claim, the rule it breaches, and a suggested rewrite.
Scan your site freeLast updated automatically. Figures refresh as new sites are scanned.