Advertisement for Apple Watch Is Banned Due to Misrepresentation of Environmental Friendliness

In a significant ruling, the Regional Court of Frankfurt has determined that Apple's promotion of its smartwatches as "CO2-neutral" constitutes greenwashing. The court found the claims misleading, particularly doubting the long-term effectiveness of the nature-based compensation projects Apple cited.

The court's decision comes after a cease-and-desist lawsuit filed by the German Environmental Aid (DUH). The lawsuit argued that consumers expect a time frame of up to 2050 for CO2 compensation, but Apple's reforestation project in Paraguay only secures 25% of the area permanently, with the remaining 75% pledged until 2029.

Apple's reliance on offsetting emissions outside the production process has also been a point of contention. The DUH criticises this approach as a form of "CO2 indulgence trade" and doubts its positive climate effect.

The court prohibited Apple from advertising its smartwatches as "CO2-neutral" in Germany. However, the ruling is not final, and Apple has the option to appeal to the Higher Regional Court of Frankfurt within one month.

Apple remains committed to making its entire supply chain CO2-neutral by 2030. The company has admitted that only 25% of the area in a reforestation project in Paraguay is permanently secured, while the remaining 75% is only pledged until 2029. In response to the ruling, Apple has announced that it will stop using terms like "CO2-neutral" or "climate-neutral" on packaging, ads, or product pages from September 2026.

The DUH continues to ensure that companies provide "honest and verifiable information" about the environmental impact of their products. Consumers who value climate-friendly products will no longer be misled by Apple's advertising.

It's worth noting that the court did not rule on the climate neutrality of Apple's Watch products. The "Carbon Neutral" logo used in Apple Watch ads is not understood by customers as a quality seal, but rather as an identifying mark.

Product-related climate claims will be banned in the EU if they rely on offsetting greenhouse gas emissions outside the actual production process, starting next year. This ban is part of the EU's efforts to combat greenwashing and promote transparency in environmental claims made by companies.

In conclusion, the Frankfurt Court's ruling marks a significant step in holding companies accountable for their environmental claims. Apple, like other companies, must ensure that their environmental claims are honest, verifiable, and reflect a long-term commitment to reducing their carbon footprint.

Advertisement for Apple Watch Is Banned Due to Misrepresentation of Environmental Friendliness