Anne Therese Gullberg presented how several companies convey misleading impressions, knowingly or unknowingly, of their environmental impact or benefits to market actors and customers, defined as greenwashing. She illustrated how it’s difficult for consumers, companies, and other market actors to make informed and considered choices. In response, the EU has introduced new rules for companies’ green claims with the goal of consumer empowerment. Gullberg unpacked what these new rules from Brussels say about sustainability communication, how communications should focus on companies’ main impact, and discussed these new regulations might influence companies with commercial activities in Norway.