企业在绿色营销中存在明显的概念混淆问题。"碳中和"、"净零排放"、"零碳"和"低碳"等术语定义各异：其中"碳中和"要求通过减排和碳抵消实现零排放；"净零排放"适用于国家或组织层面，不适用产品；"零碳"是理想化概念；"低碳"缺乏明确的行业标准[1]。这些概念的模糊使用为不当宣传留下了空隙。
欧盟已采取严厉措施遏制"漂绿"行为。欧盟将于2026年9月27日起执行《赋能消费者促进绿色转型指令》，要求企业的绿色宣传必须有科学依据和可验证性[1]。被判定为"漂绿"的企业面临罚款、产品强制下架，甚至被列入"漂绿企业黑名单"等后果[1]。近期多起案例彰显了监管的严格程度：2025年7月，法国对Shein处以约4,000万欧元罚款；一个月后意大利追加罚款100万欧元[1]。2025年8月26日，德国地方高等法院对苹果"碳中和手表"的宣传下达了禁制令[1]。
相比之下，国内法规仍处于较为模糊的状态。《中华人民共和国广告法》规定，虚假绿色宣传可被罚以广告费用3倍以上5倍以下，或20万元以上100万元以下的罚款[1]。专家建议企业从"讲故事"转向"亮数据"，通过第三方认证的方式降低合规风险[1]。
Companies increasingly face regulatory scrutiny over environmental marketing claims as authorities worldwide tighten standards for green advertising. The European Union will enforce the Directive on Empowering Consumers for the Green Transition starting September 27, 2026, requiring that all green promotional claims be backed by scientific evidence and verifiable data.[1] Enterprises deemed to be engaged in greenwashing may face fines, mandatory product recalls, and inclusion on a greenwashing enterprise blacklist.[1]
Enforcement actions have already begun in Europe. France imposed a fine of approximately 40 million euros on Shein in July 2025 for misleading environmental claims, followed by an additional 1 million euro penalty from Italy one month later.[1] In August 2025, a German regional higher court issued an injunction against Apple's carbon-neutral smartwatch advertising.[1] China's Advertising Law also prohibits false environmental claims, with penalties ranging from 3 to 5 times the advertising expenditure, or fines between 200,000 and 1 million yuan.[1]
A significant challenge for companies stems from confusion surrounding key terminology. "Carbon neutral" requires achieving zero emissions through reduction and carbon offsetting; "net zero emissions" applies to national or organizational levels rather than individual products; "zero carbon" remains an idealized concept; and "low carbon" lacks clear industry standards.[1] While domestic regulations in China remain ambiguous, industry experts recommend that enterprises shift from storytelling to data-driven communication and utilize third-party certifications to mitigate compliance risks.[1]
