German Environmental Group Sues Five Companies Over Greenwashing Allegations

The Deutsche Umwelthilfe has filed lawsuits against Coty, Deichmann, L’Oréal, Tchibo, and Toom, accusing them of making unsubstantiated environmental claims in their advertising.

The Deutsche Umwelthilfe (DUH) has initiated legal action in five German regional courts, targeting Coty, Deichmann, L’Oréal, Tchibo, and Toom for misleading environmental advertising.
The DUH alleges that these companies promoted products with unverified environmental benefits, such as Coty’s 'ocean friendly' sunscreen and Deichmann’s 'sustainable' shoes.
The lawsuits are part of a broader effort to enforce transparency and compliance with stricter EU regulations introduced in 2024 to combat greenwashing.
While Coty, Deichmann, and Tchibo claim they have already made adjustments in response to earlier DUH warnings, the organization has proceeded with formal lawsuits to ensure accountability.
This marks the latest in a series of 19 legal actions by the DUH since December 2024, aiming to curb misleading environmental claims and support informed consumer choices.