The Forest Stewardship Council (FSC) offers advice on how to make environmental claims for your products without greenwashing.
Sustainability is no longer a differentiator but an expectation. As scrutiny sharpens, so too does the risk of getting it wrong. Greenwashing and sustainability are fast-moving concepts, shaped by evolving regulation, growing scientific understanding, and rising customer expectations. Around the world, regulators are stepping up enforcement against misleading environmental claims, whether such claims are found wanting due to exaggeration, omission, or lack of evidence. For timber businesses, this presents both a challenge and an opportunity.
In the UK, the Competition and Markets Authority’s Green Claims Code sets out six principles for making lawful environmental claims. At its core is a simple requirement: claims must be clear, accurate, and backed by credible, up-to-date evidence.
From September 2026, the EU’s Empowering Consumers Directive (EmpCo) raises the bar further. It takes a more prescriptive approach, banning sustainability labels that are not underpinned by recognised certification schemes or established by public authorities, and tightening rules on how environmental information is presented. The direction of travel is clear: vague or unsubstantiated claims will no longer be tolerated.
Certification: not just “nice to have”
Both the CMA and EmpCo point to certification as a key route to compliance. The Green Claims Code explicitly highlights reputable certification marks as strong evidence, while EmpCo effectively requires them for many types of sustainability labelling. For the timber sector, this is critical. Robust certification provides a defensible foundation for environmental claims, reducing risk while strengthening credibility with customers, specifiers, and regulators.
FSC: supporting credible claims
FSC certification is designed to meet this need. Built on transparent governance, multi-stakeholder standards, independent third-party verification, and rigorous compliance mechanisms, it ensures that claims linked to FSC-certified products are clear, credible, and substantiated. Importantly, the system aligns with emerging EU requirements under EmpCo, giving businesses confidence that they are future proofing their claims as regulation evolves.
What’s changing: FSC trademark updates
From 1 July 2026, an updated FSC trademark standard for certificate holders becomes effective, with several important changes:
- Increased mandatory label elements to strengthen consistency and compliance
- A new FSC QR code label option, enabling digital engagement and deeper product transparency
- Pre-approved promotional messaging, making it easier to communicate accurately
- Removal of dual-labelling restrictions, offering greater flexibility
- Retirement of the ‘Forests For All Forever’ mark.
Avoiding greenhushing
Faced with increased scrutiny, some businesses may be tempted to say less, or even nothing at all. But greenhushing carries its own risks. The timber sector has a strong sustainability story to tell: renewable material, carbon storage, and the potential to support well-managed forests globally. The key is not to stay silent, but to communicate responsibly.
The message is simple:
- Be clear
- Be accurate
- Back it up.
With credible certification in place, timber businesses can speak with confidence, demonstrating that responsible sourcing not only meets regulatory expectations, but actively supports healthy and resilient forests at home and abroad.
In a market where trust matters more than ever, getting environmental claims right is not just about compliance, it is about commercial credibility.
