International
Asia Pacific
EMEA
North America
Latin America
Greenwashing has long been a concern, but it has recently emerged as a strategic compliance priority for brands due to several key developments. Regulators worldwide have shifted from issuing guidance to actively enforcing and penalizing misleading environmental claims. In the EU, the Empowering Consumers for the Green Transition Directive aims to enhance transparency and protect consumers by cracking down on deceptive sustainability statements. Enforcement has intensified, particularly in the fashion sector, with authorities issuing sector-specific guidance to ensure environmental claims are accurate and substantiated.
In the latest episode of the Off the Shelf podcast series, Eva-Maria Ségur-Cabanac (Partner, Baker McKenzie Vienna) and Amy Nelson-Bennett, CEO of Positive Luxury, discuss how luxury brands can make credible environmental statements without falling into the trap of greenwashing.
As brands face increasing pressure to publicly disclose their sustainability practices, they become more exposed to scrutiny from customers, campaigners, and stakeholders. Unsubstantiated or misleading statements can lead to significant legal, financial, and reputational consequences, while consumers increasingly expect brands to demonstrate credibility, integrity, and shared values in their sustainability communications.
In this podcast Eva-Maria and Amy explore:
For more information on green claims see our Green Claims Guide: Global Greenwashing Regulations and Guidance for Luxury Brands.
Copyright © 2025 Baker & McKenzie. All rights reserved. Ownership: This documentation and content (Content) is a proprietary resource owned exclusively by Baker McKenzie (meaning Baker & McKenzie International and its member firms). The Content is protected under international copyright conventions. Use of this Content does not of itself create a contractual relationship, nor any attorney/client relationship, between Baker McKenzie and any person. Non-reliance and exclusion: All Content is for informational purposes only and may not reflect the most current legal and regulatory developments. All summaries of the laws, regulations and practice are subject to change. The Content is not offered as legal or professional advice for any specific matter. It is not intended to be a substitute for reference to (and compliance with) the detailed provisions of applicable laws, rules, regulations or forms. Legal advice should always be sought before taking any action or refraining from taking any action based on any Content. Baker McKenzie and the editors and the contributing authors do not guarantee the accuracy of the Content and expressly disclaim any and all liability to any person in respect of the consequences of anything done or permitted to be done or omitted to be done wholly or partly in reliance upon the whole or any part of the Content. The Content may contain links to external websites and external websites may link to the Content. Baker McKenzie is not responsible for the content or operation of any such external sites and disclaims all liability, howsoever occurring, in respect of the content or operation of any such external websites. Attorney Advertising: This Content may qualify as “Attorney Advertising” requiring notice in some jurisdictions. To the extent that this Content may qualify as Attorney Advertising, PRIOR RESULTS DO NOT GUARANTEE A SIMILAR OUTCOME. Reproduction: Reproduction of reasonable portions of the Content is permitted provided that (i) such reproductions are made available free of charge and for non-commercial purposes, (ii) such reproductions are properly attributed to Baker McKenzie, (iii) the portion of the Content being reproduced is not altered or made available in a manner that modifies the Content or presents the Content being reproduced in a false light and (iv) notice is made to the disclaimers included on the Content. The permission to re-copy does not allow for incorporation of any substantial portion of the Content in any work or publication, whether in hard copy, electronic or any other form or for commercial purposes.
Are you sure want to delete comment ?
Scan this QR Code to share this content
