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🚨 Greenwashing rules just got stricter, so we've built a free tool that scans your site for risk under the new EU rules. Times up, the new EU rules (ECGT) came in on 27 September, and brands can no longer say "eco-friendly", "green"; or "biodegradable" without specific evidence sitting next to the claim. "Carbon neutral" backed by offsetting is out full stop, and fines run to 4% of turnover. Over at Provenance we've rebuilt our checker for the new rules. Paste your website URL and it flags which claims are at risk, which rule each one breaks, and what you could say instead. Its a free sample of what our Detect service does across a whole site and product range. Try it and let me know how you get on: https://lnkd.in/eXS2c-fr The point isn't to delete everything. Retailers in our network are asking brands to prove their claims rather than drop them, and AI shopping tools prefer proof to promises. You can cut risk without killing the marketing thats working. Message me if you're weighing up what to do with your sustainability claims.

When LLMs answer whether your brand is sustainable, Provenance is the #1 source AI models cite. Ahead of B Corp, ahead of LinkedIn, ahead of Peta. From 30 days of tracking across 150 of our brand customers. And the same pattern is showing up for performance, efficacy, and health claims too. Now customers, and the AI tools shopping for them, have somewhere trustworthy to check what brands actually claim. Reviews, community threads, and press coverage are all essential parts of a strong AEO strategy, but structured, independently validated product data is the piece brands can fully control themselves. Come and join the world's largest verified product claims dataset: https://lnkd.in/ewzzFWW7

We've rolled out Detect: a tool that scans your entire website and product range for the sustainability claims new EU green claims rules (ECGT) will ban from 27 September. Fines run up to 4% of turnover, and reputational damage sticks in AI's memory of your brand long after the news cycle. New ECGT rules ban a lot of everyday sustainability language across the EU. "Eco-friendly", "green", "climate-friendly", "biodegradable", and "carbon neutral" backed by offsetting. This isn't just the end of greenwashing, it's a chance to turn compliance into competitive advantage. AI prefers proof, not promises, and increasingly recommends the brands that show it consistently. 🔎 Find every claim at risk across your range: https://lnkd.in/e-Ktjb2N —— Companies like Holland & Barrett use Detect to reduce compliance risk and unlock confident sustainability marketing. Their words: "Provenance gives us a much clearer view of where we potentially are carrying risk, and allows us to target those areas very quickly." #GreenClaims #ECGT #Compliance #SustainabilityMarketing

❌ As of the 27 September, "eco-friendly" is banned and most marketers haven't thought about what goes in its place… Same for green, climate friendly, biodegradable, gentle on the environment. Unless you hold an EU Ecolabel, and not many do, no amount of evidence keeps those words on your pack. I do have some sympathy here, because those words exist for a reason. They're what shoppers actually search for and they fit on a pack, whereas "100% of the energy used to make this packaging comes from renewable sources" is accurate but nobody's typing that into a search bar. What closes that gap is the evidence itself though, surfaced right next to the claim in a way both shoppers and AI can actually read. Get that right and you're compliant and findable at the same time, rather than trading one off against the other. We've been running this on ourselves too, and six certifications and four claim types are coming off our own framework in the EU as a result 🌿. I'm putting together some decision trees for carbon, packaging and recyclability claims covering what you can still say and what evidence you need behind it so keep an eye out! ✍🏼 The Grocer | Jaclyn McCarthy

The mistrust of AI is real, but it's also not stopping customers from acting on what AI tells them. 51% have already decided not to buy a product because an AI assistant raised concerns about it (Envision Horizons survey): 🛑 13% say it's happened "often" ⚠️ 38% say "once or twice" AI is already the arbiter of trust for a slim majority of customers. And that share will only grow. For brands, that creates two risks sitting side by side now: 1. Being absent from the AI shortlist altogether. 2. Being included but represented negatively, because of an unverified claim, negative sentiment, or a gap in the evidence. Both risks come from the same place: AI's view of your brand, built from the data and signals around your products. When those are weak, AI doesn't just skip your brand. It flags it, and customers walk. The brands I'm seeing get ahead are treating product claims as evidence, structured and validated. The rest are leaving AI to fill in the gaps. Proof, not promises #AICommerce #CustomerTrust #ProductData

😮 Type "what is LOVE CORN?" into Google. You might see Provenance cited as the source for the claims they make on their products and brand. Hugely proud of this one! Google's AI Overviews are citing Provenance for more of the brands whose product claims we've proven. LOVE CORN is the latest. When I started Provenance over a decade ago, the goal was simple: make product claims something customers could trust so they could find products that match their needs. Validating to see these principles matter just as much, if not more, in this shift to agentic commerce. Customers shopping with AI, whether on price, efficacy, sustainability or health, still need to know products are what they say they are. 330+ brands and retailers later, AI is now citing us as the independent authority for exactly that. A decade of work, all culminating here. Love Corn have done the work to back up their claims, and we've validated them and structured for AI to trust and recommend. ➡️ Want your brand to be found and cited like this? Join the network of brands proving their claims: https://lnkd.in/evz9ZtxS #AICommerce #ProofNotPromises Katie Westerby