German Court Bans Apple From Advertising Watch as CO2-Neutral
Apple can no longer market its Apple Watch as a “CO2-neutral product” in Germany, after a Frankfurt regional court ruled that the claim misled consumers. The judgment came in response to a case filed by environmental group Deutsche Umwelthilfe (DUH), which argued that Apple’s sustainability claims amounted to greenwashing.
Apple had promoted the device online as its first “CO2-neutral product.” However, the court found this claim to be unsubstantiated and in violation of German competition law. While Apple has the right to appeal, the ruling marks a significant setback for its marketing strategy in Europe.
Court Questions Apple’s Offset Project
Apple justified its carbon-neutral claim through a reforestation project in Paraguay, where it leases land to plant eucalyptus trees. The initiative is meant to offset emissions generated by Apple Watch production and distribution.
But the court highlighted flaws in the programme. Judges noted that leases covering 75% of the land are not secured beyond 2029, meaning Apple cannot guarantee long-term continuation of the project. The panel concluded there was “no secure future for the continuation of the forest project.”
Environmentalists Call It a Win Against Greenwashing
DUH welcomed the ruling, describing it as an important step in combating misleading environmental claims. Juergen Resch, head of DUH, said the supposed carbon storage in commercial eucalyptus plantations was limited, temporary, and ecologically questionable. He stressed that monoculture plantations fail to ensure ecological integrity and cannot provide lasting CO2 storage.
Apple has not issued a public response to the ruling, but the case could have wider implications for how major companies market their environmental initiatives in Germany and across Europe.
with inputs from Reuters