Global anti-greenwash group Two Sides says it has now challenged more than 3000 organisations worldwide that had made misleading environmental claims about paper.

As a result, it says, more than 1320 organisations have removed or amended unsubstantiated statements, such as ‘Go green – go paperless’ or ‘Choose e-billing and help save a tree’.

Two Sides says the rise in greenwashing is often driven by economic pressures, with many organisations shifting customers from paper-based communications to digital platforms to reduce their costs. “Unfortunately, this transition is frequently accompanied by deceptive environmental messaging that misleads consumers into believing digital is a more sustainable option,” says the organisation’s Josh Birch.

“Consumer sentiment does not support these forced digital switches. According to the 2025 Two Sides ‘trend tracker’ report, 56 per cent of European consumers believe that the environmental reasons given for moving to digital are disingenuous and primarily motivated by cost reduction. Furthermore, 76 per cent of consumers want the right to choose how they receive communications and oppose being forced into digital-only options.”

Birch says the issue extends beyond customer communications. Sectors such as tissue and paper-based packaging are increasingly targeted by greenwashing, with companies making vague or unverified claims about new or alternative fibre sources being more sustainable, saving trees, without credible evidence.

Two Sides’s European managing director Jonathan Tame says this type of greenwashing not only violates established environmental marketing standards but also damage the reputation of an industry with a strong and improving sustainability record. “Contrary to popular claims, a thriving market for paper products supports forest growth through sustainable forestry. European forests, for example, are growing by the equivalent of 1,500 football pitches every day.”

Tame says challenging greenwashing is critical, “not only to protect consumer choice but also to uphold the reputation and economic health of the print, paper, packaging, and forestry sectors.

“We’re grateful to the hundreds of organisations that have responded positively to our campaign,” he says. “We also appreciate the invaluable support of industry stakeholders and the public, who continue to bring greenwashing examples to our attention.”