Contents
What?
We discuss changes in regulations regarding greenwashing, including new guidelines and requirements related to e-commerce activities. In particular, the introduction of new rules by the DUH that enforce greater environmental transparency.
Why?
These changes aim to eliminate greenwashing practices—the false presentation of products as more environmentally friendly than they actually are. This is important because the introduction of such regulations impacts the credibility of brands and their relationships with consumers, especially in the context of growing environmental awareness.
Who is it for?
The changes primarily affect online store owners, online sales companies, and marketers who must adapt their advertising strategies to the new regulations.
Background
Under new guidelines introduced by DUH, e-commerce companies will have to prove the veracity of their environmental claims, which may affect the way products are presented in online stores.
What is greenwashing and why did DUH attack Shein?
Greenwashing is a marketing strategy that involves misleading consumers about the environmental benefits of purchasing a product. Shein, accused of promoting "eco-friendly" collections while generating a massive carbon footprint, has become a symbol of this problem.
DUH's key allegations against the giants:
- Unclear self-certifications (so-called "green labels").
- Lack of transparency in the supply chain.
- Using slogans like “natural” for synthetic products.
Comparison Table (Before and After)
Changes forced by court rulings and new EU directives are drastically changing the way brands can communicate with customers.
| Characteristic | Old Approach (Pre-2026) | New Standards (DUH/EU Era) |
|---|---|---|
| Marketing slogans | "100% Eco", "Planet Friendly" | Only certified and measurable data |
| Certificates | Custom brand icons (e.g. green leaf) | Only recognized external certificates (e.g. GOTS) |
| Disposal costs | Passed on to the consumer/environment | Extended Producer Responsibility (EPR) |
| Penalties for lying | Negligible, infrequent warnings | High financial penalties (% of turnover) |
What does this mean for the Polish e-commerce sector?
Poland, as one of the key logistics markets for fast fashion in Central Europe, will be most affected by these changes. Online store owners must prepare for three main pillars of change:
A. Mandatory transparency
It's no longer enough to simply say that cotton is "organic." You must have full documentation of the fiber's origin available upon request by regulatory authorities and consumers.
B. The end of "Fast" in Fast Fashion?
Increased pressure on product quality and durability will make the business model based on selling disposable clothing less profitable due to certification costs and potential penalties. Increase your awareness of e-commerce tools
C. Education instead of manipulation
DUH's victory demonstrates that consumers are becoming increasingly aware. Brands that prioritize authentic education on how to care for a product for years to come will gain loyalty that no advertising campaign can buy. Check out our e-commerce services .
Important: Under the new guidelines, every environmental declaration must be based on a product's life cycle assessment (LCA). If you claim your package is "carbon neutral," you must prove it with hard data, not just by purchasing forest offsets.
How to avoid accusations of greenwashing?
If you run an e-commerce business, implement these steps today to avoid legal issues:
- Keywords Audit: Remove adjectives like “green,” “ecological,” and “sustainable” if they are not accompanied by a specific explanation.
- Supplier Verification: Check whether your subcontractors actually meet the standards they claim to uphold.
- Digital Product Passport (DPP): Get ready to introduce digital metrics that will include product history.
- Crisis Communications: Be willing to acknowledge that your company is “on its way” to sustainability, rather than claiming it is already there.
The future is transparent
DUH's victory over Shein isn't just a local success for German activists—it sends a signal to the entire global e-commerce market. The era of carefree marketing based on emotions and "greenwashing" is over. Those companies that place reliability and authenticity at the heart of their strategy will prevail. Increase your chances of success with the support of our proprietary humanized content generator .
Marcin Stadnik
e-commerce advisor
The author is a manager with extensive experience in e-commerce, sales strategy, and content marketing. He is a digital practitioner and consultant with over 15 years of experience in e-commerce projects, sales strategy, and online business development, as well as 25 years of experience in broadly defined distribution (offline and online). He specializes in creating and implementing effective solutions for online stores, supporting companies in developing their digital presence. He co-creates appropriate strategies for e-businesses, conducts audits, and oversees marketing activities—always combining analytical knowledge with market practice. He is the author and co-author of content published on the swiatcyfrowy.pl website—based on his many years of consulting, analytical, and operational experience. The materials created are intended to provide reliable, valuable knowledge that truly supports the development of online businesses. The content here is designed to address the real challenges and needs of companies operating in the e-commerce environment (the digital world).
