Poland Charges Bolt, Zara, and Tchibo With ‘Greenwashing’ Over Misleading Eco Claims
Consumer watchdog alleges ride-hailing app, coffee maker, and fashion giant used vague environmental slogans to mislead shoppers.
Poland’s Office of Competition and Consumer Protection (UOKiK) has brought charges against Bolt, Tchibo, and Zara, alleging the companies engaged in “greenwashing” by misleading consumers with false environmental declarations, the agency announced Monday.
The consumer watchdog suspects the three companies used vague slogans about sustainability, recycling, and emissions without providing reliable data or clarifying the scale of their actions.
UOKiK’s proceedings focus on environmental claims that the agency deemed insufficiently precise, poorly explained, or applicable to only a narrow segment of the companies’ operations.
In the case of Bolt, objections were raised over its use of phrases like “zero-emission vehicles” and “100% renewable energy.” The agency noted that this messaging could imply that electric vehicles dominate its ride-hailing services, when in practice they are primarily carried out by combustion-engine cars. The term “zero-emission” could also be misinterpreted as covering the vehicle’s entire life cycle, rather than just the driving phase.
Similar doubts surround the company’s “100% renewable energy” claim, which UOKiK suggests may rely on certificates rather than the direct purchase of energy from renewable sources.
The agency is also questioning how coffee company Tchibo labels its products as “eco” or “sustainable.” According to the watchdog, the criteria for these labels were either unclear or set at a very low bar, with some products containing a large proportion of synthetic materials. UOKiK also took issue with communications about the recycling of Cafissimo capsules, which it said could suggest the process is universal and unconditional, despite practical limitations in Poland.
The investigation into Zara centers on its “Join Life” marketing campaign. The campaign featured broad slogans about renewable energy, “zero waste,” and “net zero emissions” without clearly defining the scope of these initiatives. UOKiK argues that consumers could have been led to believe these declarations applied to the company’s entire business, or that their purchases directly supported environmental goals, when the actual efforts were limited, for instance, to a small number of stores.
UOKiK has urged consumers to be cautious of general “green” slogans and to pay attention to specific data, the scope of environmental claims, and the real-world significance of certifications.
