Two Sides, the print and paper advocacy group, has challenged more than 3000 companies worldwide over misleading environmental claims. As a result, over 1320 organisations amended or removed statements that unfairly portray paper as environmentally harmful.

Two Sides argues that typical examples of claims such as “Go Green – Go Paperless” and “Choose e-billing and help save a tree” are economically motivated but lack environmental credibility. According to the group’s 2025 Trend Tracker report, 56% of European consumers believe such digital-only shifts are cost-driven rather than genuinely sustainable. A further 76% said they want the freedom to choose how they receive communications.

The campaign extends beyond transactional communications. Increasingly, tissue and packaging products are also subject to what Two Sides describes as vague or unverified claims about alternative fibre sources or tree-saving benefits, often without solid scientific backing.

Jonathan Tame, managing director of Two Sides Europe, said: “This type of greenwashing not only violates established environmental marketing standards but also damages 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 1500 football pitches every day.”

Within Europe, over 840 companies – including brands such as HMRC, Santander, Volksbank, and Hess Natur – have removed misleading statements in response to Two Sides’ efforts.

“Challenging greenwashing is critical,” Mr Tame added. “Not only to protect consumer choice but also to uphold the reputation and economic health of the print, paper, packaging, and forestry sectors.” These industries support more than 640,000 jobs across over 112,000 businesses in Europe, according to Two Sides.

The financial impact of greenwashing is not negligible. A 2021 study by Two Sides and Censuswide estimated €337 million (£285 million) in annual losses in the European mailing and postal sectors due to declining paper use driven by misleading messaging.

Two Sides continues to encourage organisations to avoid unsubstantiated environmental claims and welcomes ongoing support from industry stakeholders and consumers who help identify greenwashing.