The President of the Office of Competition and Consumer Protection (UOKiK) has initiated a formal investigation into three major international brands—Bolt, Tchibo, and Zara—over allegations of deceptive environmental claims. The probe focuses on whether these companies omitted critical information in their “green” marketing, potentially leading consumers to make purchasing decisions based on a false sense of sustainability.
The Rising Stakes of Eco-Marketing
In the modern marketplace, “eco” has become a powerful driver of consumer behavior, often serving as the deciding factor in completing a purchase or opting for a premium delivery service. However, UOKiK President Tomasz Chróstny emphasizes that increased consumer trust must be met with higher corporate accountability. Research indicates that Polish consumers are among the most trusting in the European Union regarding environmental claims, making them particularly vulnerable to “greenwashing” if declarations are not clear, verifiable, and complete. If the allegations are proven, each company could face fines of up to 10% of their annual turnover for every questioned practice.
Scrutiny of Bolt’s “Zero-Emission” Claims
The investigation into the mobility platform Bolt centers on the communication of “zero-emission vehicles” and the use of “100% renewable energy.” Regulators are concerned that these slogans suggest a standard of service that does not reflect reality. While marketing materials like “Project Zero” may lead consumers to believe that electric vehicles dominate the fleet, the majority of Bolt’s services are still provided by internal combustion engines. Furthermore, the claim of “zero emissions” often fails to clarify that it refers only to the driving stage, ignoring the full life cycle of the vehicle. Similarly, the “100% renewable energy” claim for facilities may rely on energy certificates rather than the direct purchase of renewable power, a distinction that is rarely made clear to the user.
Ambiguity in Tchibo’s “Eco” Labeling
Tchibo faces scrutiny regarding the criteria used to label products as “eco” or “sustainable” within its online shop and mobile app. UOKiK argues that the company lacks transparent information on what these terms signify. Evidence suggests that some highlighted products consist largely of synthetic materials like polyester or polyamide derived from fossil fuels. In some instances, non-food items were labeled “eco” despite containing as little as 10% recycled material. The investigation also covers Tchibo’s Cafissimo coffee capsules; while advertised as “recyclable,” the fine print indicating that this claim only applies to Germany and Austria was reportedly unavailable to Polish consumers, who also face different local recycling realities where unemptied capsules are rarely processed.
Zara’s “Join Life” Under Review
The fashion retailer Zara is being investigated for its “Join Life” campaign, which promotes environmental goals such as “zero waste” and “net zero emissions.” The regulator suggests these general “green” slogans lack necessary context regarding their scale and limitations. For example, a “zero waste” claim might apply to only a single store out of dozens in a regional network, yet it is presented in a way that implies a company-wide standard. Additionally, product tags displaying environmental certifications often omit the actual percentage of certified raw materials used, potentially misleading consumers about the true environmental impact of their purchase.
A Broader Crackdown on “Greenwashing”
This latest action follows similar charges brought by UOKiK against other major players, including Allegro, DHL, DPD, and InPost. The regulator maintains that environmental claims must not be used as mental shortcuts or marketing games; if a company utilizes terms like “100%” or “recyclable,” those claims must be backed by specific data and clear disclosures. As the investigation proceeds, the case serves as a warning to corporations that vague environmental branding without rigorous transparency will no longer go unchallenged in the Polish market.