Our first greenwashing case in Poland ends in settlement: a victory for clean air and truth in advertising

Since the 1990s, some companies in Poland have marketed coal for domestic heating under the name "eco-pea coal" often using packaging featuring images of trees, leaves, or other motifs suggesting the product is "eco-friendly." The so-called "eco-pea coal" was intended to be small in size (up to 31 mm in diameter) and meet higher quality standards compared to other types of hard coal sold to individual consumers. 

In 2021, ClientEarth took a bold step by filing a groundbreaking lawsuit against one of the leading producers of so-called “eco-pea.” 

Now, the case concludes with a landmark settlement—a powerful message to businesses and a precedent for cleaner air and greater corporate accountability. 

As part of the agreement, the producer has committed to abandoning the name “eco-pea” and removing packaging that misleadingly suggests environmental benefits. 

The legal proceedings focused on the misleading use of “eco” in coal product names and visuals, which gave consumers a false impression of environmental safety. 

Why did this matter? 

At the heart of the case was an advertising campaign that promoted household heating fuel as “eco-friendly,” when in reality, its use released dangerous pollutants, including PM2.5 particles— one of the most harmful form of air pollution. These fine particles penetrate deep into the lungs, exacerbating respiratory diseases and contributing to Poland’s ongoing air quality crisis. 

Misleading claims like these not only mask the truth but also stall progress in the fight against smog, particularly during the heating season when pollution levels spike. 

The bigger picture

This case’s impact goes beyond the courtroom. It is a victory for public health, consumer awareness, and the environment: 

• Empowered consumers: A 2021 Kantar survey revealed that 43% of consumers believed “eco-pea coal” was environmentally friendly. By removing deceptive terms and imagery, consumers are now better informed and can make decisions aligned with their health and the planet.
•  Tangible progress on smog: Research by the Warsaw University of Technology showed that burning so-called “eco-pea coal” can emit 40 times more PM2.5 pollutants than legal limits allow. In Poland, PM2.5 levels routinely exceed EU standards by several hundred percent during heating season.  
• An example for Europe: Greenwashing is a growing issue across the continent. With over 50,000 premature deaths annually in Poland alone due to air pollution (European Environment Agency), this landmark case demonstrates how legal action can tackle false claims, inspiring similar efforts in other countries. 

Greenwashing: A broader challenge across industries 

Greenwashing extends far beyond the coal industry, affecting various sectors. ClientEarth joined forces with Dutch organizations Fossielvrij and Reclame Fossielvrij to successfully challenge deceptive sustainability claims made by KLM, one of the world's largest airlines. In the wake of this success, ClientEarth has also cautioned other airlines to steer clear of misleading environmental messaging. 

The issue is equally pressing in the financial sector. This year, ClientEarth lodged a formal complaint against BlackRock for inaccurately branding certain investment funds as “sustainable,” despite their substantial ties to fossil fuel giants such as ExxonMobil, Shell, and BP. 

While greenwashing continues to be a widespread problem, the recent settlement in Poland underscores the power of legal action in holding businesses accountable. ClientEarth remains steadfast in its mission to combat greenwashing and ensure that both corporations and governments deliver on their sustainability commitments.