The Netherlands Authority for Consumers and Markets (ACM) has issued a call to action for companies in the food sector to review their sustainability claims. This initiative aims to promote transparency and honesty in sustainability marketing, which is crucial for building consumer confidence and enabling informed purchasing decisions.

ACM's Director of the Consumer Department, Edwin van Houten, highlighted the prevalence of vague sustainability claims in the food industry, which often encompass environmental, labor, and animal welfare aspects. He emphasized the need for clear definitions and standards for these claims to assist consumers in making sustainable choices.

To facilitate compliance, ACM has updated its “Guidelines regarding sustainability claims” in 2023, outlining five key principles that companies should follow. These include ensuring claims are clear and specific, substantiating them with factual evidence, making fair comparisons, articulating future sustainability goals concretely, and ensuring that visual claims are not misleading.

ACM expects food companies to proactively align their claims with these guidelines across all communication channels, including product packaging, advertisements, and in-store promotions. The authority will monitor compliance and has the power to impose fines or penalties for misleading claims. Additionally, ACM encourages consumers to report any deceptive claims through its consumer information portal.

By ensuring accurate sustainability claims, ACM aims to foster fair competition and support a sustainable market environment, ultimately benefiting both consumers and businesses.