Green Claims Done Right: 2 Belgian Best Practice Cases

1. How SPADEL corrected its environmental communication to better inform consumers

In 2022, a citizen filed a complaint with the Belgian advertising ethics jury (JEP) about a Spadel advertisement for its new "Eco-Pack 5L". The ad described the product as "practical and ecological" and displayed a "100 % recyclable" logo.

The JEP found that this communication breached the sector rules on environmental communication, particularly regarding the use of generic claims. The word "ecological" was neither backed by a concrete figure nor supported by evidence. It was therefore a vague environmental claim, liable to mislead the public.

The problem with this type of claim is that it suggests a product is environmentally friendly without explaining why. Consumers may then believe that the Eco-Pack is significantly greener than other alternatives, without knowing whether that is due to reduced CO₂ emissions, to the use of recycled materials or to some other feature. Would they buy this product if only part of the plastic were recycled, or if it were greener only thanks to partially offset emissions?

This kind of situation falls directly under the forthcoming European directive "Empowering Consumers for the Green Transition", which will enter into force in national legislation from September 2026. The directive will notably ban vague or unverifiable environmental claims, with penalties of up to 4 % of annual turnover.

Following the JEP's ruling, Spadel chose to review its communication to bring it in line with the ethical rules. The company made its claim more specific by mentioning a 65 % reduction in plastic, added the basis of comparison it relies on at the bottom of the page, and toned down its message, now speaking of a "greener" product.

In this context, the Spadel case neatly illustrates the difference between greenwashing and more responsible communication. Greenwashing does not always mean lying: sometimes it simply means misleading consumers, whether deliberately or not. By correcting its communication strategy, Spadel showed common sense and foresight, while effectively relaunching its campaign with visuals that meet regulatory and ethical expectations.

One small reservation should still be noted: the phrase "greener" remains a little strong to describe a reduction in plastic. But this example does have the merit of showing concretely how to move from a generic environmental claim to a specific one.


2. Brussels Beer Project: exemplary CSR transparency, between positive impact and acknowledged limits

Brussels Beer Project (BBP) is a Belgian craft brewery that sells several dozen beers, distributed in many European countries. In 2022, this purpose-driven company took a bold decision: it stopped exporting to eight countries outside the European Union in order to reduce the environmental impact of transport.

Environmental impact is at the heart of their mission, and that is clearly reflected in their communication. On their website, BBP openly publishes its carbon footprint, detailing not only the actions taken to reduce it, but also the more problematic aspects of its business that still need improvement.
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This transparency takes the form of a dedicated impact page, which brings together:

• their full carbon footprint,
  
• their sustainable development policy,
  
• and a series of precise details about their commitments and results.

But above all, the brand takes a humble and realistic stance: it highlights what works just as much as what still needs fixing. Shining a light on their negative impacts strengthens the credibility of their approach, showing that this is not simply a communication exercise but genuine underlying work.

This sincere approach perfectly embodies the principles of a more responsible environmental communication: admitting your limits, valuing your progress and avoiding overly self-satisfied messaging. Because nobody is perfect when it comes to sustainability, but those who acknowledge it and share their journey inspire greater trust among consumers. A CSR or impact page is one of the best ways to gather all the information about your sustainability actions in one place. It is easily accessible, shareable and can be added to any form of communication.

It is an example of good practice that we recommend to any organisation.