What will a greenwashing ban entail for the sport industry?

Abstract

Greenwashing is a widespread phenomenon in many industries, including in sport. Legal repercussions of greenwashing are intensifying, however, as evidenced by the European Union (EU) Directive on Green Claims passed in January 2024. The Green Claims Directive (hereafter, The Directive) aims to curb misleading environmental claims and better regulate sustainability certification and product labeling. This commentary explores the anticipated impacts of The Directive on the sports industry, with a particular focus on marketing and communication practices. In response to The Directive, sports organizations in the EU will need to adjust their marketing and communication strategies. This adjustment can improve transparency, yet organizations may resort to developing new terminology, potentially perpetuating greenwashing in alternative forms and challenging the integrity of sport communication. It is not sufficient for organizations to only alter communication practices, as environmental practices must permeate all organizational practices, with metrics and reporting to validate claims and ensure alignment between communication and action. A research agenda across five areas is proposed to address organizational transitions needed for ethical environmental action and communication, to enhance sport’s opportunity to drive climate action.

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