Fix your green claims with an effective AI tool

Sustainability communication is going through a big transformation. In Finland, the Green Transition Consumer Protection Directive becomes law in September 2026. The law tightens the rules and fundamentally changes how environmental and sustainability claims can be used in communication and marketing targeted at consumers. 

Vague expressions such as environmentally friendly, sustainable, or carbon neutral will no longer be sufficient unless those claims can be clearly and transparently substantiated. The directive will take effect in the autumn, but preparation should start now. Sustainability communication practices don’t change overnight.

In practice, the change means companies may still present environmental claims but only when they are precise, limited in scope, and based on verifiable facts. This applies especially to websites, campaigns, sales materials, reports, and all consumer-facing marketing communication that refers to environmental benefits.

For many organizations, this means a systematic review of sustainability claims, tightening language and word choices, as well as clarifying internal processes. The challenge is that communication evolves constantly, with content updated all the time. This means managing greenwashing risks also must be continuous, not a one-off project.

Green Checker is an AI-powered tool created and supported by Miltton experts to help identify and prevent greenwashing risks. The tool reviews an organisation’s current sustainability claims and their overall impression, highlighting expressions that may be risky under the new regulation and should be revised or reformulated.

Miltton’s advisory services are built on strong sustainability and AI expertise as well as deep knowledge of the new regulation. Green Checker provides clear and practical recommendations on how to shape communication so that it is engaging, credible, and compliant with the law. The work can be tailored to each client’s needs and is available through an affordable monthly subscription model. This makes it an easy and flexible solution for everyday communication – without heavy audits or complex processes.