On September 24, 2026, KKG Legal held a closed-door training session for clients on greenwashing, safe environmental communication, and the legal risks associated with making “green claims.”
Webinar: “Greenwashing in the Crosshairs. Where Does Marketing End and Legal Risk Begin?" was led by attorneys Agnieszka Trzaska-Śmieszek, partner at KKG Legal, head of the Class Action Practice and Competition and Consumer Protection Practice, and Barbara Jelonek-Jarco, PhD, partner at KKG Legal, partner in the Environmental Protection and Sustainable Development Practice.
The large turnout confirmed that greenwashing is no longer just a marketing issue. Risks related to environmental communication are increasingly extending to the areas of ESG, compliance, sales, product management, and managerial liability.
During the training session, the partners at KKG Legal discussed the current legal framework governing environmental claims, the practices of the President of the Office of Competition and Consumer Protection (UOKiK), and the risks associated with unfair market practices and consumer protection. Practical issues related to the evaluation of green claims—including their scope, context, visual presentation, documentation, data sources, and the process for approving communications within the organization—also constituted an important part of the meeting.
Particular attention was paid to situations in which the risk of greenwashing does not stem from the provision of information that is explicitly false. A problem may also arise when accurate information—due to the way it is presented, a lack of appropriate context, graphics, or overly broad claims—creates an impression in the recipient’s mind that goes beyond what the business is actually able to demonstrate.
One of the most important takeaways from the training was that legally sound environmental communication should start with data and evidence, not with a pre-written marketing slogan. Only on this basis should a statement be drafted, the scope of which corresponds to what the business is able to document and verify.
In practice, this means that the process of creating green claims must be properly managed—from identifying the data source and assigning responsibility, through legal review and approval of the statement, to subsequently updating the claim and archiving the documentation. This approach helps mitigate the regulatory, consumer, litigation, and reputational risks associated with greenwashing.