Overview

• 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.