Greenwashing regulation has been updated

A regulatory amendment requiring documentation for advertisements on environment, climate, and sustainability themes has been published.

With the amendment to the Regulation on Commercial Advertising and Unfair Commercial Practices, the term “Environmental claim” was added to the definitions section of the regulation, while Article 17, titled “Advertisements Containing Environmental Claims,” was updated.

Under the amendment, advertisements containing environmental claims must now be supported by the necessary certificates and documentation to substantiate the stated claims.

Additionally, the regulation now requires that a website or pop-up screen be provided where explanatory and detailed information regarding these claims can be accessed.

Since 2017, “greenwashing” sanctions have been imposed on 59 advertisements

While the Ministry of Trade has amended this regulation, first published in 2015, eight times to date, no changes had been made to the relevant article.

The “Guidelines on Advertisements Containing Environmental Claims,” published by the Advertising Board at the end of 2022, established the framework for sanctions to be applied to advertisements that could be deemed “greenwashing.” Furthermore, a provision was introduced stating that advertising agencies and media outlets, as well as advertisers, would be held separately liable for violations of these principles.

In accordance with the provisions of the regulation and the guidelines, the Board has imposed sanctions on 59 separate advertisements since 2017 on the grounds that they failed to substantiate their claims regarding the environment or sustainability.

The updated regulation will take effect on August 1, 2026.