Example
A quantified emissions statement may need calculations, underlying records and methodological justification.
The catch
Evidence should match the claim's scope and be available when the claim is made.
Related terms
Audit trail, Calibration, Carbon neutral, Climate positive, Conflict of interest, Contribution claim
In more depth
Substantiation, explained.
Under EU consumer law, authorities and courts can require a trader to prove the accuracy of its factual claims, so the evidence file is part of the claim. Evidence gaps are common. In 2020 the European Commission found that 40% of environmental claims examined were unsubstantiated.
Good substantiation rests on recognised methods and covers the impacts that matter for the product, which often requires a life-cycle assessment. Evidence about one impact cannot support a claim that implies overall environmental benefit. Keep the file with data sources, calculations and the date of each piece of evidence, because a claim can outlive the facts behind it. The proposed Green Claims Directive would add more detailed rules on methods and checks.