Define the claim
Does it concern an ingredient, formula, package or supply chain? Broad terms do not establish specific benefits. Natural does not guarantee tolerance; durable may mean lasting construction or environmental performance.
Check scope
For labels identify organisation, standard, version and certified item. EU Ecolabel has textile criteria; one labelled reference does not certify an entire brand. Verify the exact item in official resources.
Compare critically
Separate documented facts from missing information. Missing data is not proof of poor quality, but avoid favourable assumptions. Using a suitable item you own can precede a persuasive new purchase.
A practical example
A package says more responsible without explaining what changed. Look for comparison scope, timeframe and evidence. If absent, record the documentary limit rather than treating the wording as certification.
Check units and percentages
Compare units before percentages. Illustrative example: packaging from 20 g to 10 g is a 50% mass reduction, not 50% less total product impact. Record measured quantity and baseline.
| What to examine | Practical check | Useful decision |
|---|---|---|
| Scope | Whole product, component or packaging? | Do not extend evidence to another object |
| Evidence | Document, method and date available? | Separate assertion from verification |
| Comparison | Same function and basis? | Avoid ranking from a single word |
Your checklist
- Identify claim scope
- Seek a standard
- Verify exact reference
Frequently asked questions
Is a logo enough?
No. Meaning depends on standard, scope and verifiable attribution.
Is old evidence always enough?
No. Check validity and match to the current product.
Sources & references
- EU Ecolabel · Clothing and textiles ↗European Commission · Sources consulted on 2026-10-06
- Cosmetic ingredient database · CosIng ↗European Commission · Sources consulted on 2026-10-06
