Educational risk-screening for sustainability claims
Evidence-based sustainability communication
Green claims rules are tightening in nearly every market our members sell into. This checker helps you find sustainability and climate claims that may be vague, unsupported, or overstated — and shows you how to say the same thing more credibly. It is an educational support tool, not legal advice.
Regulators across the EU, UK, Netherlands, Australia and the US have all moved against vague and unsubstantiated environmental claims. The common thread everywhere: be specific, and be able to prove it.
These rules generally follow the traveller, not the head office. If you market to European, British, Australian or US travellers — or work with partners who do — the standards apply to your communications regardless of where you are based.
It screens your copy for claim risk: what may be hard to substantiate, what evidence you'd need, and how to rewrite it. It does not determine legal compliance or certify your business.
| ✅ Lower-risk pattern | ❌ Higher-risk pattern |
|---|---|
| SpecificOur hotel runs on 100% renewable electricity, supplied by [named provider] and verified annually by [named auditor]. | VagueOur hotel is eco-friendly and green. |
| CertifiedWe hold [certification name], independently audited every [X] years against published criteria. | UnverifiedWe are a responsible, sustainable tourism operator. (no certification cited) |
| MeasuredWe reduced single-use plastic by [X]% between [year] and [year], documented in our impact report. | AbsoluteWe are 100% sustainable and have zero environmental impact. |
| ContributionWe're lowering our own footprint through [actions], and we also support climate projects that accelerate emissions reductions around the world. | NeutralityOur tours are carbon neutral. / We've balanced the footprint of your trip by purchasing carbon offsets. |
| Time-boundBy [date], we will [specific action], tracked through [monitoring arrangement]. | Vague futureWe are committed to becoming a sustainable company. |
| ScopedOur [named property] holds [certification] for its waste and energy systems. | OverstatedAll our properties are sustainable. (when only one is certified) |
These show wording patterns, not pre-approved language. A lower-risk pattern is only as good as the evidence behind it — every figure, certification and supplier named must be real, current, and accessible to your customers.
Green claims guidance now converges on the same core expectations across markets: claims should be specific, scoped, substantiated, and not overstated. This tool screens your copy against those shared principles. It is a screening aid, not an authority — it tells you where wording is likely to attract scrutiny, not whether you comply with any particular law.
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Free screenings apply the global baseline — the principles common to every regulator.
Global Best Practice
STI members can additionally screen through EU, UK, Australian, Netherlands and California/US guidance, which changes what the review emphasises for the markets you actually sell into.