LONDON – Software solutions provider Provenance has developed a new ‘digital rulebook’ designed to help brands and retailers make more accurate sustainability claims.
The tool has been developed to mitigate cases of exaggerated, vague or misleading information about the sustainability credentials of products or services, which constitutes ‘greenwashing’.
Earlier this year, research by the European Commission found that as many as 42 per cent of the 344 claims it investigated were culpable of greenwashing.
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