MM Group calls for packaging claims to drop slogans and spotlight evidence

MM Group has called on brands, retailers and packaging companies to replace broad environmental slogans with specific, evidence-based claims. According to the secondary packaging specialist, clear and substantiated communication can help businesses respond to increasing regulatory scrutiny while enabling consumers to make informed choices.

The call comes ahead of the application of the EU Directive on Empowering Consumers for the Green Transition from 27 September 2026. The legislation strengthens rules governing environmental claims and sustainability labels used in consumer communications. European Commission analysis found that 40% of the green claims examined were not supported by evidence. MM Group argues that packaging suppliers therefore have an important role in helping consumers make better packaging choices.

Markus Müller, Sustainability Regulatory Expert at MM Group, said the Directive should be considered alongside other recent legislation, including the EU Packaging and Packaging Waste Regulation (PPWR). "Consumers care about sustainability and want confidence that packaging will actually be recycled when they put it in the recycling bin," he said. At the same time, EU data shows that 62% of EU consumers reported confusion when identifying sustainable options and mistrust of environmental information.

Claims must be specific and substantiated

"Consumers should not need to be experts to understand a claim on a pack. If we say 'recyclable', 'recycled content' or 'lower carbon', we need to make clear what that actually means and what it was based on. Evidence builds credibility, but clarity makes that evidence meaningful. That has already been our approach at MM Group, and now the new Directive is turning it into a legal requirement."

The Directive, first adopted in 2024, specifically addresses commonly used vague environmental claims such as "green" or "environmentally friendly". It also restricts the use of sustainability logos and labels that are not supported by an established certification scheme.

Claims should define their scope, use recognised certifications where appropriate and avoid presenting one positive attribute, such as recyclability, as evidence of a product's entire environmental performance. Technical accuracy should also be translated into concise language that clearly addresses actual recycling outcomes.

Taken together, the requirements highlight the relationship between brands, retailers and packaging suppliers, establishing new standards for communication and transparency across the supply chain.

Evidence across the packaging value chain

Müller said a coordinated approach is essential for reducing regulatory and reputational risks while adding value to packaging. "MM supports customers by connecting circular packaging design with value-chain decarbonisation," he added. "Our approach brings together product carbon footprints and life cycle assessments, supplier data, responsible sourcing, and material efficiency. This gives customers a solid evidence base to substantiate their claims and communicate them clearly."

MM Group's approach has received recognition from several certification bodies. Its Ibérica facility in Spain was recently awarded an EcoVadis Platinum rating, placing it among the top 1% of businesses assessed worldwide.