Is Your Marketing Making Claims You Cannot Prove?
WE7 AI's Greenwashing Guard scans your campaigns in real-time, flagging unsubstantiated environmental claims before regulators do.
The Regulatory Reality
of green marketing claims are misleading or unverifiable, according to European Commission research.
Requires pre-approval of environmental claims with independent verification. Non-compliance penalties apply from 2026.
The FTC's revised Green Guides and SEC climate disclosure rules impose strict substantiation requirements on US brands.
One greenwashing allegation can erase years of brand trust and trigger six-figure fines. The question is no longer whether regulators are watching. It is whether your marketing team is ready.
How It Works
Three steps from campaign upload to compliant copy.
Scan
Upload or connect your live campaigns. LoLA AI reads every environmental claim across all creative copy and messaging.
Flag
Risk levels — Low, Medium, and High — are assigned per claim with a direct reference to the applicable regulation.
Fix
LoLA AI rewrites flagged copy with compliant, credible alternatives that preserve intent while removing legal exposure.
Risk Scoring in Practice
Every claim is assessed and categorised with a regulation reference.
"Carbon neutral product": no verified offset methodology cited.
"Eco-friendly packaging": vague term, requires substantiation under EU GCD.
"30% recycled materials": specific, verifiable claim. Minor disclosure recommended.
Key Features
The ECGT Is Coming. Is Your Marketing Ready?
The Empowering Consumers for the Green Transition Directive (ECGT) is the EU's most consequential greenwashing regulation to date — and it enters enforcement in September 2026.
What ECGT Requires
- → Every environmental claim must be supported by verified data
- → Terms like "sustainable," "eco-friendly," and "carbon neutral" cannot be used without substantiation
- → Brands, ad agencies, and DSPs are all directly within scope
- → Independent pre-approval of claims required before publication
Who Is in Scope
- • Brands making environmental claims in advertising
- • Advertising agencies creating or distributing green messaging
- • DSPs & media platforms running campaigns with environmental claims
- • Retailers promoting sustainable product ranges
Supporting Regulatory Landscape
Greenwashing Guard audit logs feed directly into ESRS E1 sustainability reporting.
Mirrors CSRD pressure on marketing claims for Turkish-market brands.
Already in force — the direct predecessor to ECGT.
Updated guidance expected in 2026, tightening substantiation requirements for US brands.
September 2026 is closer than you think.
WE7 AI's Greenwashing Guard is built specifically for ECGT compliance — giving you an auditable claim-by-claim log aligned to ESRS E1 and ready for regulatory review.
Protect Your Brand Before Regulators Act
Greenwashing Guard gives your marketing and legal teams a shared, auditable record of every environmental claim — and the evidence to stand behind them.
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