Compliance guides · 18/05/2026 · 5 min
Rewording green claims: a 4-step method and 20 examples
From vague adjective to verifiable data without weakening your commercial message.
Step 1: find the underlying fact
Behind ‘eco-friendly’ usually sits a precise fact: recycled material, local production, certification. Name it.
Step 2: quantify and scope
Add a figure, a scope and a date: ‘80% recycled cotton (GRS 2025)’, ‘made 40 km from Lyon’.
Step 3: cite the evidence
State the certification, standard or verifier, with a link or reference accessible to consumers.
Step 4: remove superlatives
Drop ‘100%’, ‘zero’, ‘fully’, ‘the most’ unless absolutely proven. Examples: ‘100% recyclable packaging’ → ‘Recyclable cardboard packaging, paper stream’; ‘Green product’ → ‘95% plant-origin formula (ISO 16128)’.
FAQ
Does rewording reduce marketing impact?+
Studies show precision builds trust; vague adjectives destroy it under inspection.
Can rewording be automated?+
EmpCo suggests an AI rewording per claim, to be validated by a human.
Must old content be reworded?+
Yes: any content online on 27 September 2026 is in scope.