Paint industry faces greenwashing crackdown

Regulators are intensifying scrutiny of environmental claims made by the paint industry. Analysis from the UK's Competition and Markets Authority (CMA) found that 40% of environmental claims made online could be misleading.

This crackdown coincides with new regulations like the EU's Green Claims Directive and the UK's Green Claims Code. These rules demand that claims be truthful, accurate, and backed by evidence. The industry must now align on how sustainability is measured and communicated.

The problem with "eco"claims

Paint is fundamentally a chemical product. Its pigments, binders, and additives all require significant processing."eco-friendly"are often misleading when used without clear evidence. This vagueness matters because it influences buyers."forever chemicals,"are a prime example. Their persistence in the environment is forcing a difficult discussion about formulation transparency and supply chain visibility."PFAS-free"risks becoming the next vague buzzword. A credible claim must explain what was assessed, the testing methodology, and how suppliers are monitored."green" and "sustainable." It must avoid repeating the same mistake with new terminology. Gareth Hayfield, head of research and development at Farrow & Ball, states his company does not intentionally add PFAS and has had all finishes independently tested with none detected.

He emphasizes this does not make products perfect, but provides clear evidence. The broader need is for a higher standard of proof built on transparency and a willingness to explain complex chemistry.