Energy supplier Vattenfall will no longer use the claim 'Fossil free living within one generation' following discussions with the Netherlands Authority for Consumers and Markets (ACM). The ACM found the claim potentially misleading as it did not clearly communicate Vattenfall's sustainability efforts or allow for comparison with other energy suppliers.

ACM emphasized the importance of companies being specific and transparent about their sustainability goals when communicating with consumers. Vattenfall will now articulate its climate ambitions more concretely in its communications.

ACM's Guidelines on Sustainability Claims provide companies with direction on making accurate, clear, and verifiable sustainability claims, substantiating claims with facts, and ensuring fair comparisons with competitors. The guidelines aim to prevent misleading information and promote informed consumer choices.

ACM's discussions with Vattenfall focused on the need for concrete and verifiable sustainability ambitions. By providing examples like '40 percent less carbon emissions in 2030 compared to 2023,' ACM encourages companies to set measurable goals. Vattenfall's plan for carbon reduction is concrete, but the now-discarded claim lacked specificity and verifiability.

ACM's oversight of sustainability claims aims to ensure fair market practices and empower consumers to make sustainable choices confidently. The guidelines also protect businesses engaged in sustainability efforts from unfair competition by setting standards for transparent and accurate sustainability communications.