The end of 'Net Zero' marketing #marketing #shorts
10 Jul 2026 · 1 min
0:34
In this short video, Will Richardson warns businesses that using terms like "carbon neutral," "climate neutral," or "net zero" on products, websites, or ads can expose them to significant legal and financial risk. He explains that, starting 27 September 2026, the European Union will ban such claims when they rely on carbon offsets. He notes that France has already prohibited these claims and German courts are beginning to overturn them. The EU’s enforcement includes a penalty floor of 4% of a company’s national turnover. Richardson also highlights the gap between corporate net‑zero pledges and actual emissions reductions, citing that 80% of listed companies have set net‑zero targets but only 11% have demonstrably cut emissions.
