Sustainable Branding: Greenwashing Rules in Switzerland 2025

Why this topic matters to me

Communication is becoming more transparent. People are looking for brands that share their values – especially on climate. The demand for honest communication and clean business practices is growing.

I'm interested in the blurry line between design and marketing. What used to be credible? What still is? And where is it going?
In 2025, that line has become measurable. And honestly, I think that’s a good thing.

1. Greenwashing was a design issue – now it’s a legal one

Since January 2025, Switzerland’s Unfair Competition Act (UWG) prohibits unclear or unprovable environmental claims. Saying you’re "climate-friendly" isn’t enough anymore – unless you can back it up.
New EU Green Claims rules will also come into force (2026/27), affecting Swiss SMEs trading across borders. Visual communication now needs proof.

2. New obligations as a strategic opportunity

For some brands, this will be a shift. But to me, it feels overdue.
Design shouldn’t deceive. Otherwise, you end up disappointing people.

Now that we have to back up what we claim, there’s space for something better: honest communication, genuine business, visible values.
Transparency is no longer a trend – it’s a stance. And those who show up, explain clearly and admit when they’re wrong? They’ll earn more trust than any flashy campaign.

3. What makes visual claims credible

Visual language needs context. A green leaf alone won’t cut it anymore.
What works today:
– exact CO₂ stats
– linked certificates
– multilingual info
– transparent design systems

Education is key. But it doesn’t have to be complicated. No heavy paragraphs. Good design speaks for itself – clean, readable, universal. It connects values with people – not through noise, but clarity.

4. The new branding checklist

• Consider evidence from the start – don’t add it later
• Check your type & colour – do they reflect your actual practices?
• Check your labels & icons – if it looks official, it better be
• Build accessibility in – WCAG 2.1, languages, contrast

Design becomes documentation – of your values, your intention, your strategy.
What you show must be explainable. Visually and contextually.

5. What it means for start-ups & creatives

Small brands carry big responsibility – often with fewer resources. And audiences are more alert than ever.

So design needs to show up early – even if it’s just a sticker or landing page.
It’s better to commit to a clear, honest path today than fix it under pressure tomorrow.

6. Why brand clarity is urgent now

Design was never neutral. Now it’s demonstrably powerful – legally, strategically, communicatively.
Your message is reflected back to you. That’s where responsibility starts.

But it’s also an opportunity: create clarity, earn trust, show your stance. Transparency was always a good design principle – now it’s a requirement. And that’s not the end of creativity. It’s the beginning.

✅ Clear voice, honest brand

I help you clarify your visual messaging – strategic, compliant, transparent.
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