Title: Episode 78: Greenwashing and FSC: Is there a limit to what you can say?

Author(s): Worm, Loa Dalgaard

Description: Featuring: Trevor Armel, Marketing Director, FSC International and Ana-Maria Băban, Acting Commercial Director, FSC International

In this episode of Forest for the Future, we get real about greenwashing—and about how even well-intentioned sustainability claims can fall into murky territory. Loa Worm is joined by Trevor Armel, Marketing Director, FSC International and Ana-Maria Băban, Acting Commercial Director, FSC International, for a candid discussion on what companies can —and can’t—say when promoting their work on sustainability in general and on FSC in particural. And then we dive deep into how upcoming EU legislation could shape the rules for everyone.

We explore:

• What counts as greenwashing vs. honest communication

• Why communicating FSC’s value can be tricky – even for us

• Examples of what companies can and cannot claim publicly about their FSC products

• How partnerships with high-impact brands are evaluated

• The potential effects of the EU Green Claims Directive and the Empowering Consumers Directive

• How FSC is preparing to support certificate holders in navigating this evolving space

Whether you're in sustainability, marketing, or certification, this episode provides practical insights on the risks and responsibilities of talking about impact.