Greenwashing in pet products is when a toy, bed, bowl or bag is marketed as better for the planet than it really is. The quickest way to spot it is to ignore the green leaves and vague words like “eco-friendly”, and look instead for specific, checkable claims: what the product is made from, what percentage is recycled, and which independent certification backs it up.
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Why dog owners are a target
People who love their dogs tend to care about what those dogs chew, sleep on and eat from. Many also care about waste. That makes pet products a natural home for environmental marketing, and not all of it holds up. A Labrador that destroys a toy in a week also produces a steady stream of worn-out gear, so the choices add up.
What the rules actually say
In the US, the Federal Trade Commission’s Green Guides, published as 16 CFR Part 260, explain how environmental claims should be made and backed up. They are guidance on what the FTC considers deceptive, and they are a useful checklist for shoppers too. Other countries have their own rules, but the same principles apply almost everywhere: a claim should be specific, truthful and supported by evidence.
Six red flags of greenwashing in pet products
1. Broad, feel-good words with nothing behind them
“Eco-friendly”, “green”, “planet-friendly” and “sustainable” sound good but say very little. The Green Guides advise marketers not to make unqualified general environmental benefit claims, because they are hard to substantiate. A trustworthy label tells you why: for example, “outer fabric made from 100% recycled polyester”.
2. Nature imagery doing the talking
Leaves, globes, earthy colours and kraft-paper packaging create an impression without making a claim. Look past the design and ask what the product is actually made of.
3. Home-made “certifications”
The Green Guides say certifications and seals should come from independent bodies, and that a marketer should disclose any material connection to the certifier. A badge that simply reads “Certified Eco” with no organisation named, and no way to look it up, is a warning sign.
4. One green feature, lots of impact elsewhere
A toy with a recycled cardboard tag, or a “bamboo” bowl held together with plastic resin, may be making a small improvement sound like a big one. Check whether the claim applies to the whole product or just one part of it.
5. “Biodegradable” or “compostable” without context
These words only mean something if the product can realistically break down where it ends up. The Green Guides set specific expectations for both claims. Our guide to plastic-free dog packaging covers what to look for.
6. “Recyclable” when no one can recycle it
Under the Green Guides, a product should only be marketed as recyclable without qualification if recycling facilities are available to a substantial majority of the people who buy it. A mixed-material chew toy may be technically recyclable and practically impossible to recycle.
What a credible claim looks like
- Specific materials: “natural rubber”, “organic cotton canvas”, “recycled PET fill”.
- Numbers: “made with 80% recycled content” rather than “made with recycled materials”.
- Named, checkable certification: an independent standard with a licence or certificate number you can look up.
- Honest limits: for example, “compostable in industrial facilities, which may not exist in your area”.
- End-of-life options: a take-back scheme, replaceable parts or repair service.
“Non-toxic” is a separate question
Eco claims and safety claims often get bundled together, but they are different. A product can be made from recycled plastic and still contain dyes or additives you would rather your dog did not chew daily. The Green Guides note that a “non-toxic” claim implies the product is safe for both people and the environment, so it should be supported too. For the safety side, see our guide to hidden toxins in pet products.
A quick in-store checklist
- Can I tell exactly what this is made of?
- Is the green claim specific, with a percentage or material named?
- Is any certification from a named, independent organisation?
- Does the claim cover the whole product or just the packaging?
- Will this last with a Labrador, or will it be in the bin within a month?
Durability is the most honest eco feature
For a strong chewer, the greenest product is often the one that simply lasts. A durable natural-rubber toy that survives a year usually beats three “eco” toys that fall apart in weeks. When in doubt, buy fewer, better-made things and look after them.
The bottom line
Greenwashing thrives on vague words and pretty packaging. Look for specific materials, real numbers and independent certifications you can check, and be wary of claims that cover only one small part of a product. Pair that with a focus on durability, and you will make choices that are genuinely better for your Labrador and the planet.
