The Hungarian Competition Authority (GVH) has been focusing on the issue of 'green claims' in recent years. As consumer attitudes shift towards sustainability, companies increasingly use sustainability claims to build their brand reputation. However, these messages can often be unfounded and misleading, making it difficult for consumers to discern the truth.

In its latest publication under the campaign 'Think Calmly!', the GVH provides practical advice to consumers on recognizing the dangers of 'greenwashing'. The analysis conducted by GVH experts between 2022 and 2024 revealed that many green marketing messages used by businesses are vague and serve primarily to enhance brand image rather than provide clear information.

'Greenwashing' is a marketing strategy where a company portrays itself or its products as environmentally friendly to boost sales or improve its reputation, while not making significant sustainability efforts in reality. The GVH emphasizes the importance of being aware of the risks associated with environmental claims and encourages consumers to make informed choices based on genuine sustainability commitments.

To help consumers navigate these claims, the GVH advises them to pay attention to the specificity of statements, verify the credibility of 'green logos', consider the entire lifecycle of products, and be cautious of emotional appeals in marketing. The authority also supports compliant businesses in avoiding greenwashing through its 'Green Marketing Guide' and related resources available on its website.