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Automated green claims compliance for fashion.
BetterChoice help fashion brands and retailers monitor e-commerce websites to detect risks, verify data, and provide regulator-aligned guidance to ensure accurate, compliant sustainability communication across thousands of products and global markets.
Made from 100% sustainable cotton,
this t-shirt is completely eco-friendly and
perfect for everyday wear. Our revolutionary
manufacturing process ensures minimal environmental impact.
Material information:
100% organic cotton
BetterChoice Analyzing...
CRITICALEco-friendly
CRITICALSustainable
CRITICALMinimal environmental impact
CLAIM OKOrganic cotton verified
Don't let compliance risks threaten your business.
Fashion brands making sustainability claims now face direct, severe penalties.
🇪🇺
EU: fines up to 4% of annual turnover per violation
🇬🇧
UK: fines up to 10% of global annual turnover
The consequences of greenwashing go far beyond fines: costly legal defense, operational disruption, team burnout, lost partnerships, and lasting brand damage that can take years to rebuild. Meanwhile, consumers demand transparency and verified claims to make informed purchasing decisions.
The time to act is now: stay ahead of regulators, protect your brand, empower consumers to make better choices, and lead in a market where trust defines competitiveness.
Everything you need to keep green claims compliant — in one place.
BetterChoice brings all essential compliance capabilities together in one unified platform — connecting Legal, ESG, and Marketing teams with a solution built specifically for fashion. From real-time monitoring and regulator-ready claim guidance to streamlined oversight and reporting, it provides a complete toolkit to manage sustainability claims with accuracy, consistency, and confidence at scale.
Continuous Monitoring
Automatically tracks live product catalogues, analysing sustainability claims, materials, and data across thousands of products 24/7 — so nothing slips through the cracks.
Monitor across thousands of products at scale
Detect risks the moment they appear online
Ensure ongoing compliance without manual checks
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Analyzing...
Analyzing...
Instant Issue Detection
Flags potential compliance risks in real time and alerts your teams, enabling fast action before issues escalate.
Instant overview of compliance risks
Identify vague, misleading, and other non-compliant claims
Reduce the risk of regulatory fines and reputational damage
Certification & Material Verification
Validate sustainability claims against 70+ certifications and standards as well as accurate material data to ensure claims are current, accurate, and valid.
Align guidelines and rules of 70+ certifications, standards and eco-labels
Cross checked with EU material and labeling rules
Automated verication status, and expiry dates on certifications (where possible)
Verifying certifications...
GOTS
OEKO-TEX®
EU Ecolabel
amfori BSCI
B Corp
Better Cotton
Fairtrade
bluesign®
Regulator-Ready Guidance
Receive actionable recommendations aligned with current regulations, helping teams resolve issues quickly and confidently.
Regulation-aligned guidance with EU and market specific rules
Fix issues quickly with claim-specific guidance
Reduce time and cost of manual reviews
Claim Guideline
Critical Issue
This sentence includes the word
which should
be used with great caution and must be documented to avoid
greenwashing and
comply with legislation.
sustainable
Solve issue
Ignore issue
Multi-Market Oversight
Supports compliance across 21+ languages and selected EU markets, ensuring consistent sustainability communication across multiple markets.
Monitor and manage on all your markets and in 21+ languages
Adapt claims to market-specific requirements
Safeguard brand credibility across regions
Monitoring that scales with you
Reporting & Insights
Access to comprehensive dashboards and reports for tracking green claims compliance performance, giving management a real-time view of risks, resolution guidelines, and performance across brand portfolio and product categories.
Track compliance progress with clear dashboards
Simplify audit preparation with export-ready reports
Spot recurring issues to prevent future risks
Unified Platform for All Teams
Brings Legal, ESG, and Marketing together on one platform, ensuring everyone works with the same compliance data, insights, and guidance.
Multiple user access with shared or individual oversight
Eliminate silos and duplicated work
Keep all teams aligned on green claims compliance decisions
BetterChoice Platform
ESG
Legal
Marketing
E-commerce
Leadership
Mitigating Green Claims Risk at Scale
239brands monitored
1,374,991products analysed
212,458compliance risks identified
How it works
From instant risk detection to regulator-ready claims; all in one unified platform
BetterChoice combines automated monitoring, detection, verification, and guidance into a single solution built for fashion brands and retailers. Here's how it works.
No integration required
Get started today
Scan Your Site
Analyze thousands of product descriptions in minutes
Detect Risks Instantly
See what EU and national regulators would flag
Claim Guideline
Critical Issue
This sentence includes the word
which should
be used with great caution and must be documented to avoid greenwashing and
comply with legislation.
sustainable
Solve issue
Ignore issue
Act With Clarity
Reports show exactly what to update and how
Tailored compliance automation for global fashion brands
Compliance that scales with your brand and your ambition
BetterChoice helps large brands publish regulator-ready sustainability claims across regions, teams, and markets - automatically verified and consistent.
No manual checks. No copy chaos. No missed regulations. Just confidence in every claim you publish.
See what BetterChoice would flag on your site - for free
We'll scan your e-commerce site, flag your top-risk claims, and provide an instant compliance risk snapshot your team can act on.
Zero obligation • Full transparency • Results in minutes
Tailored automation for fashion retailers and marketplaces
Turn supplier chaos into compliance clarity
BetterChoice helps retailers automate claim verification across thousands of brands and suppliers, so every product page is compliant, consistent, and trusted.
No more chasing suppliers, checking PDFs, or verifying claims by hand. BetterChoice transforms fragmented data into clear, regulator-ready communication.
Retailers sit at the center of sustainability complexity and accountability
Hundreds of suppliers → thousands of products → multiple data formats → one retailer accountable.
Retailers face enormous pressure to ensure that every sustainability claim published on their platform is accurate and defensible, even when the data comes from hundreds of different brands.
Supplier documentation is inconsistent. Formats vary. And without automation, verifying every claim is slow, costly, and risky. Meanwhile, regulators expect retailers to act as gatekeepers for green claims and consumers expect proof.
EU: Up to 4% of global turnover in fines per violation
3x increase in green claim enforcement cases since 2023
53% of green claims found to be potentially misleading
Automated supplier verification - from input to insight
BetterChoice scans and validates supplier claims, flags missing documentation, and gives retailers a single source of truth for compliance.
Scan Your Site
Instantly scan thousands of product pages across multiple brands and markets.
Detect Risks Instantly
Identify missing, inconsistent, or unverifiable supplier claims.
Claim Guideline
Critical Issue
This sentence includes the word
which should
be used with great caution and must be documented to avoid greenwashing and
comply with legislation.
sustainable
Solve issue
Ignore issue
Act With Clarity
Fix issues fast with regulator-ready recommendations and automated verification.
From supplier chaos to compliant clarity, built for modern retail
Compliance Made Simple
Automate supplier claim verification and documentation, no more manual checks.
Consolidates and validates supplier data automatically.
Flags missing or inconsistent documentation in claims.
Checks every claim with relevant regulations and certification guidelines.
Built for Cross-Functional Teams
One shared compliance source for ESG, Legal, and E-commerce teams.
Gives all teams visibility into supplier data and claim status.
Reduces back-and-forth with automated issue detection and guidance.
Built to Strengthen Brand Trust
Turn supplier uncertainty into verified confidence.
Only write verified and compliant claims on product pages.
Creates a transparent audit trail that protects both retailer and supplier.
Scales with You
Tailor sustainability criteria beyond regulation - at scale.
Combine EU-aligned verification with your own internal criteria.
Add retailer-defined layers to reflect your sustainability ambition.
Testimonials from retail partners will be inserted here
Get your supplier compliance risk score
We'll scan your live product pages, analyze supplier data quality, and show you where missing or non-compliant claims put your retail brand at risk.
Instant results • No setup required • Full visibility across suppliers
Centralized compliance control for multi-brand portfolios
One platform. Every brand. Full oversight.
BetterChoice gives multi-brand groups centralized visibility and automated claim verification across all your brands, checking every sustainability statement against relevant EU legislation and certification guidelines.
No more manual audits. No more fragmented workflows. Just group-wide clarity and control.
When each brand speaks a different sustainability language, your reputation is at risk
Headquarters → multiple brand teams → hundreds of product pages → inconsistent claims → compliance exposure.
For multi-brand groups, oversight is hard and accountability is high. ESG and Legal teams are responsible for compliance across every brand, but lack visibility into what's actually being published. Without unified rules or automated checks, misaligned claims can slip through, creating legal exposure and eroding consumer trust across the entire portfolio.
EU: Up to 4% of global turnover in fines per violation
3x increase in green claim enforcement cases since 2023
53% of green claims found to be potentially misleading
Automated claim verification built for complex brand portfolios
BetterChoice provides group-wide oversight while empowering each brand to communicate credibly and consistently.
Scan Your Site
Instantly scan thousands of product pages across multiple brands and markets.
Detect Risks Instantly
Identify exactly which brands, products, and claims are out of alignment.
Claim Guideline
Critical Issue
This sentence includes the word
which should
be used with great caution and must be documented to avoid greenwashing and
comply with legislation.
sustainable
Solve issue
Ignore issue
Act With Clarity
Get clear guidance your ESG, Legal, and brand teams can act on immediately.
Central control. Local flexibility. Total brand confidence.
Compliance Made Simple
Stay ahead of evolving regulations with automated, group-wide issue detection.
Detects non-compliant claims across thousands of product pages and brands in under a minute.
Built for Cross-Functional Teams
Align central ESG, Legal, and Brand teams under one shared compliance language.
Enables collaboration without duplication: one system, multiple brands, zero chaos.
Built to Strengthen Brand Trust
Protect brand equity with consistent, credible claims across your portfolio.
Balances central governance with brand tone flexibility to preserve authenticity.
Scales with You
Manage compliance across expanding markets and brands with ease.
Supports centralized oversight with scalable templates and automated bulk review.
Testimonials from multi-brand partners will be inserted here
Get your multi-brand compliance risk score
We'll scan your brand portfolio, flag your riskiest claims, and show you where inconsistent or non-compliant messaging might be putting your group at risk.
Zero obligation • Full transparency • Results in minutes
Peter Dam-Johnsen
Available now
Get a free snapshot of your compliance risks
In 30 minutes, we’ll flag your highest-risk compliance issues, show how our platform detects them, and reveal what regulators would see.
Making sustainability compliance a standard, not a struggle.
Based out of Denmark, BetterChoice works with global fashion companies to remove the friction from credible sustainability communication. We're transforming how brands manage compliance — not by adding pressure, but by removing guesswork and automating how to work.
BetterChoice is part of GreenUp Accelerator facilitated by The Technical University of Denmark, DTU Science Park, and the Danish Industry Foundation. Selected for this prestigious scaleup program, we're working closely with strategic advisors and experts to accelerate the shift towards compliant sustainability communication in fashion.
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Monthly updates
Navigate sustainability communication with confidence
Get monthly insights on sustainability messaging, consumer trends, regulatory updates, and communication best practices for fashion companies delivered straight to your inbox.
Latest News & Insights
Stay updated with the latest developments in sustainability compliance and green claims regulation.
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