Thuiswinkel.org, the Dutch trade association for the e-commerce sector, has introduced a sector-wide sustainability standard for online stores to enhance their sustainability practices across various areas like product selection, packaging, and delivery. The initiative aims to help businesses reduce their environmental impact without breaching competition rules.

ACM conducted an informal assessment and found that Thuiswinkel's sustainability standard allows voluntary participation, independent certification, and flexibility for online stores to set their sustainability goals within the certification requirements. The standard also encourages innovation in sustainable practices, such as exploring new packaging options, while ensuring no exchange of commercially sensitive information among participants.

Participants in the sustainability standard are required to communicate their sustainability efforts transparently, aligning with ACM's Guidelines on Sustainability claims to provide consumers with clear and accurate information about the sustainability benefits of products and services.

ACM emphasizes the importance of overseeing sustainability claims to enable consumers to make informed choices and protect businesses engaging in sustainability efforts from unfair competition. The authority aims to support the transition to a more sustainable economy by facilitating collaboration among competitors to achieve sustainability goals, removing obstacles, and providing guidance to businesses seeking clarity on their sustainability agreements.