Navigating New Anti-Greenwashing Laws: What Aquaculture Businesses Need to Know

With the growth in demand for sustainable products bring the growth of greenwashing, a marketing tactic that presents companies as environmentally friendly or adopting sustainable practices without any proof that they act as they claim. With labels like “organic”, “eco-friendly”, “green” or “all-natural” sprouting up on products throughout a variety of industries, it is hard to know the truth behind the marketing. Who is protecting consumers against this greenwashing? Starting in 2025 & 2026, the Canadian government and the European Union are taking a stand on these aloof labels and putting policies in place to protect consumers from misleading sustainability claims.

The global push for transparency in sustainability claims has reached a pivotal moment. With Canada’s Bill C-59 and the EU’s Green Claims Directive (GCD) coming into effect, aquaculture businesses face stricter requirements for substantiating environmental claims. These regulations aim to eliminate greenwashing while fostering trust in eco-friendly practices. Long story short, mean what you say!

Here’s how these laws impact the industry—and how partnering with a contract research organization (CRO) like Onda can turn compliance into a competitive advantage.

Key Requirements of Canada’s Bill C-59

·      Substantiation Mandate: Environmental claims must be supported by “adequate and proper testing,” including peer-reviewed studies or internationally recognized methodologies.

·      Private Enforcement: Competitors, consumers, or NGOs can now sue businesses for misleading claims, raising legal and reputational risks.

·      Supply Chain Transparency: Companies must document sustainable sourcing practices (e.g., feed ingredients, energy use) and ensure suppliers meet verifiable standards.

Key Requirements of the EU Green Claims Directive

·      Scientific Rigor: The typical claims of “carbon-neutral” or “eco-friendly” need to be backed by lifecycle assessments (LCAs) that evaluate environmental impacts from production to disposal. For aquaculture, this includes feed sourcing, water use, and processing methods.

·      Comparative Claims: Statements comparing products (e.g., “50% lower emissions than conventional methods”) require equivalent data for all compared products.

·      Third-Party Verification: Labels and marketing materials must align with certified standards (e.g., ASC, MSC) and avoid misleading visuals like greenwashing-associated colors or logos.

Failure to follow the new regulations in Canada and the EU could mean restricted access to these markets as these governments increase their enforcement efforts. Obviously, this will have a global impact to all industries. Implications for aquaculture include the need for rigorous validation of feed additives and health product claims—such as improved disease resistance, reduced antibiotic use, or enhanced sustainability—through in-vivo trials and peer-reviewed data. Certifications like “organic” or “sustainably farmed” must align with updated EU and Canadian standards, including criteria related to water quality and stocking densities.

But proving your product’s sustainability isn’t just about compliance—it’s now a strategic advantage. Businesses that invest in verifiable, science-backed claims don’t just avoid penalties; they carve out a leadership position. By showcasing transparency, you can differentiate your brand in crowded markets, unlock access to eco-conscious consumers willing to pay a premium, and attract investors who prioritize ESG-aligned ventures. The EU Green Claims Directive and Canada’s Bill C-59 aren’t hurdles—they’re springboards to build trust and outpace competitors. Partnering with Onda ensures your sustainability claims are ironclad, turning regulatory alignment into a catalyst for growth. In a world where greenwashing risks reputational ruin, proving your sustainability isn’t optional—it’s how you win.