ACM calls on companies in the food sector to check their sustainability claims

The Netherlands Authority for Consumers and Markets (ACM) calls on companies in the food sector to check their sustainability claims, and adjust them where necessary. With this call, ACM wishes to promote the use of honest and clear sustainability claims among these companies. Honest and clear claims are important for consumer confidence, and give companies the opportunity to distinguish themselves from competitors with their sustainable investments. ACM previously checked sustainability claims in the clothing, energy, and transport sectors.

Edwin van Houten, Director of ACM’s Consumer Department, explains: “Many food products are promoted using all kinds of sustainability claims, labels, and logos. We see sustainability claims that are about environmental aspects, but also about working conditions or animal welfare. In that context, it’s not always clear what these claims actually entail or what the logos stand for. That is required though. That’s because only honest and clear claims help consumers in making the right choice if they want to take sustainability into consideration in that decision-making process. That’s why we focus our oversight on this issue.”

Basic principles for sustainability claims

The rules that sustainability claims have to comply with are explained in the “Guidelines regarding sustainability claims.” The Guidelines were updated in 2023. In a letter, ACM calls on all companies in the food industry to check their claims by comparing them with the basic principles laid down in the guidelines. In the letter, examples from the food sector are used to explain the rules of thumb. The five rules of thumb are:

1. Use clear, specific, and complete sustainability claims.
2. Substantiate your sustainability claims with facts and keep them up-to-date.
3. Make fair comparisons with other products or competitors.
4. Describe your future sustainability ambitions in concrete and verifiable terms.
5. Make sure that visual claims and labels are useful to consumers, not confusing.

ACM is counting on companies in the food sector to actively check themselves the sustainability claims that they use and bring them in line with the basic principles in the guidelines, where necessary. This applies to all claims used in all communication channels: on the products themselves, in ads, and in stores. ACM will subsequently check whether the claims are compliant. If ACM finds any claims that do not comply with consumer law, it can take enforcement action. In that case, ACM can impose a fine or an order subject to periodic penalty payments. ACM will continue to keep a close watch on sustainability claims in other industries. Consumers can report misleading claims to ACM’s consumer information portal ACM ConsuWijzer.

ACM and sustainability

ACM ensures that markets work well for people and businesses, now and in the future. Improving the sustainability of products and consumption is essential for a future-proof society. ACM contributes to this goal by conducting oversight over the sustainability claims used by businesses. Consumers must be able to make more-sustainable choices with confidence.

Not only consumers must be protected against misleading claims. If companies communicate correctly and clearly about the efforts they make towards sustainability, it will boost fair competition between companies. ACM eliminates any impediments, and offers opportunities where possible.

More information

• 24-4-2025 ACM’s letter to the food sector regarding sustainability claims
• Guidelines regarding Sustainability claims

See also

• 12-02-2026 ACM: major coffee and cacao companies to adjust their sustainability claims and logos
• 14-08-2025 ACM looks into sustainability claims in the coffee and cocoa sectors