Deloitte Launches AI Tool to Police Green Claims Under New EU, Swiss Rules

Deloitte has launched Green Claim Navigator, an AI-powered solution designed to detect greenwashing across corporate websites, reports, packaging and marketing materials, and to check those claims against two tightening regulatory regimes.

The tool arrives with a deadline attached. Companies now face pressure from the EU's Directive on Empowering Consumers for the Green Transition, known as EmpCo, which has entered into force, and from Switzerland's updated climate-related claims rules under its Unfair Competition Act. Both frameworks demand that companies substantiate environmental claims with objective, verifiable evidence. Vague assertions are no longer a marketing problem. They are a legal one.

What does the tool actually do?

Deloitte set out three capabilities for the Navigator. Each maps to a step in the compliance chain, from detection to correction.

• Compliance assessment. The system cross-references every sustainability claim a company makes against the specific regulatory landscape that governs it, jurisdiction by jurisdiction.
• Claim rewrites. After the assessment, the tool issues recommendations to strengthen claims, informed by expert consultation and regulatory best practice. It does not merely flag the problem; it proposes language.
• Regulatory tracking. The platform monitors evolving regulations and enforcement trends in real time, on the theory that a claim compliant today may not be compliant next quarter.

That last feature is the commercially decisive one. Anti-greenwashing law is moving quickly in Europe, and a static audit becomes obsolete the moment a regulator updates its guidance. Deloitte is selling continuous surveillance, not a one-off report.

Why now?

The regulatory clock explains the timing. EmpCo entered into force after a legislative process that tightened the rules on how companies may describe environmental performance. Switzerland, for its part, updated its climate-related claims rules under the Unfair Competition Act, extending substantiation requirements to a market that sits outside the EU but trades deeply with it.

Together, the two regimes cover a substantial share of European corporate communication. Any company selling into the EU, or making climate claims in Switzerland, now carries a documentation burden that manual review struggles to meet at scale. A multinational can hold thousands of green claims across product packaging, annual reports and marketing assets. Manual audits of that volume are slow, expensive and prone to inconsistency. Deloitte's wager is that automation closes the gap.

Lay Boon Tan, Swiss Assurance Leader at Deloitte, framed the launch in terms of board-level liability rather than marketing hygiene. In a post announcing the solution, Tan said:

"With the recent EU Empowering Consumers for the Green Transition Directive, the importance of environmental claims that are clear, credible and supported by evidence is now enshrined by law – A proven and tested technology will go a long way in giving Boards and Executives across Europe the confidence they need against these regulatory demands."

The choice of words is notable. "Enshrined by law" puts the burden on evidence, not tone. A claim that reads well but cannot be verified now carries legal risk, and Tan's audience is the boardroom, not the brand team.

A market forming around enforcement

Green Claim Navigator also marks a broader shift in the professional services market. The major consultancies are building productized compliance tools around environmental regulation, moving from advisory engagements billed by the hour to software solutions sold against a regulatory deadline. Anti-greenwashing law is becoming a revenue line.

For companies in the material streams — recyclers, packaging producers, brands making recycled-content or circularity claims — the implications are direct. EmpCo and its Swiss counterpart govern exactly the claims that circular business models depend on: "recyclable," "climate-neutral," "made with recycled material." Each of those phrases will now need documentation behind it, and enforcement authorities have shown willingness to act.

What happens next

The milestone to watch is enforcement. EmpCo is in force; national transposition and the first enforcement actions under the directive, alongside test cases under Switzerland's updated rules, will determine whether tools like Green Claim Navigator become standard infrastructure or an optional precaution.