The growing demand for green goods and services has led to a proliferation of environmental and sustainability claims. Problems arise when companies use false or misleading sustainability statements that distort consumer choices and, consequently, undermine the market for genuinely sustainable products. The purpose of this article is to present and compare key regulatory approaches with an emphasis on the principle of transparency, and to assess their effectiveness in preventing and sanctioning greenwashing. The focus of the comparison lies on forms of private-law protection, complemented by an examination of public-law mechanisms. Together, these instruments constitute a comprehensive system of consumer and market protection operating both preventively and retributively. The article is based on a comparative legal analysis of the common law system (U.S.) and the continental system (EU), including relevant and recent case law. In its concluding section, the author also examines the Slovenian legal framework on consumer protection against greenwashing, highlighting key challenges and opportunities for further legislative development.
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