Green Checker©
Sustainability communication is now a compliance surface
Environmental claims used to be a matter of taste and judgement. A word like sustainable was strong or weak, on-brand or off. It was rarely illegal.
That has changed. Vague claims like environmentally friendly, climate neutral, green are no longer usable, unless you can substantiate them clearly and specifically. The rules apply to websites, campaigns, sales material, product pages and every other consumer-facing channel.
Most organisations have responded with a heavy one-off review. As time goes by, the feeling of control may fade.
As website content lives and develops, a more frequent, automated compliance review helps you to stay in control.
Three benefits of Green Checker
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See every claim, not the ones you remembered
Green Checker reads your entire site, every page under the paths you give it, not a sample. It finds the sustainability language in old product pages, archived campaigns, footers and boilerplate. Most organisations are surprised by where the exposure actually sits. It is rarely the sustainability report.
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Get wording you can publish, not a list of problems
Every flagged claim comes with alternative phrasings, written in your organisation’s tone of voice, with the changed words highlighted. Your team reviews, copies and moves on. A compliance flag without a replacement sentence just moves the work to someone who is already busy.
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Catch problems early
The platform rescans on the schedule you set and only re-reads what actually changed. A new campaign page or an edited paragraph gets checked on the next scan, and the people you nominate get an email. You find out first.
Three phases. You do very little.
Pricing is a monthly subscription. No heavy audit, no procurement project.
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Assessment
Our sustainability and regulatory specialists review your current claims and where your exposure sits. You get a picture of the problem before you commit to anything.
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Configuration
We train the platform on your material — sustainability documentation, communications policy, terminology, brand tone of voice and any corrections you have already approved. This is the step generic tools skip, and it is the reason the output sounds like you.
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Continuous monitoring
Green Checker scans on your schedule, flags new issues, proposes fixes and emails the people who need to know. Miltton specialists stay involved for the calls that need judgement.
AI finds the claims. People decide what to do about the hard ones. Green Checker is built so you get both.
“Couldn’t we just paste our pages into ChatGPT?”
You could, and for a single page you probably should.
The gap shows up the moment you try to do it for an organisation.
Pasting pages into a chatbot
- Coverage. The pages someone remembers to check
- Consistency. A different answer each time, depending on who asked and how
- Your voice. Generic corporate English
- Memory. None. Every session starts from zero
- Evidence. A chat window nobody can find in six months
- Judgement. The model’s best guess
- Data. Your unpublished material in a consumer tool
Green Checker
- Coverage. Every page under your site’s paths, automatically
- Consistency. One standard, applied the same way to everyone’s work
- Your voice. Trained on your tone of voice, policies and approved corrections
- Memory. Knows what it checked, what changed and what you already approved
- Evidence. A dated record of what was checked, flagged and fixed
- Judgement. Miltton regulatory and sustainability specialists behind the calls that matter
- Data. EU-hosted, GDPR-compliant, not used to train models
What the directive actually says
The Empowering Consumers for the Green Transition Directive (EU) 2024/825 amends EU consumer protection law. Member States had to transpose it by 27 March 2026, and the rules apply from 27 September 2026. In Finland it becomes law in September 2026.
- Generic environmental claims are banned unless you can demonstrate recognised, excellent environmental performance relevant to the claim
- Claims about future environmental performance need clear, objective, verifiable commitments and an independently verified implementation plan
- Claims that a product is neutral, reduced or positive in environmental impact on the basis of offsetting are prohibited outright
- Sustainability labels not based on a certification scheme or established by public authorities can no longer be displayed
These sit on the blacklist of practices considered unfair in all circumstances. That matters: there is no balancing test and no “but our consumers understood it” defence.
Green Checker was built for this directive specifically. Not general brand-safety, not tone policing — compliance with a named piece of law.
Three capabilities, one roof
Correcting green claims requires different areas of expertise.
Sustainability substance. Miltton’s sustainability practice works with clients from strategy through ESG reporting. We know the difference between a claim that is weak and a claim that is unsubstantiated — and they are not the same problem.
On-brand communication. We turn compliant wording into something compelling, effective and recognisably yours.
AI and product development. Green Checker is Miltton-built software, not a licensed tool with our logo on it. When the regulation shifts or a client needs something specific, we change the product.
Lawyers and law firms interpret the rules and can confirm whether a claim holds. Green Checker brings sustainability substance, on-brand wording and a product that keeps checking the site. It is priced as a subscription.
The directive applies from September. Your website has been making claims since long before that.
Book it now
Book a demo and we’ll walk through what the platform flags, how the fixes are generated, and what monitoring would look like for your organisation.
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Talk to us
Eeva Taimisto
Director, sustainability consulting and communications Miltton Finland +358 401 723 832 eeva.taimisto@miltton.com
Jenna Häiväoja
Client Business Director Miltton Finland +358 40 185 8333 jenna.haivaoja@miltton.com