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„Pseudo-ecological marketing.” Charges against Allegro, DHL, DPD, and InPost
On Tuesday, the President of the Office of Competition and Consumer Protection (UOKiK) initiated legal proceedings against Allegro, DPD, DHL, and InPost, accusing them of engaging in what is known as greenwashing, or „pseudo-ecological marketing.” The UOKiK’s statement highlighted that these companies misrepresented the true environmental effects of their services to consumers.
The Office of Competition and Consumer Protection (UOKiK) clarified that phrases such as „green fleet,” „zero-emission,” or „environmentally neutral” relied on incomplete information or only represented a fraction of their activities. Furthermore, it noted that the claim „we plant trees” was based on conditions that were not clearly communicated to consumers in an understandable way.
The Office of Competition and Consumer Protection (UOKiK) expressed concern that the long-term effects of unfair practices by companies utilizing greenwashing could dissuade consumers from selecting products and services that genuinely possess a neutral or beneficial impact on the environment. These deceptive tactics might also undermine pro-ecological initiatives by companies that authentically implement environmentally friendly and often expensive solutions.
„Green slogans must not be mere empty declarations. If a company claims to be environmentally responsible, it should substantiate this with facts rather than creative CO2 emissions calculations, clever catchphrases that give a green tint to every message, or campaigns that merely give the illusion of supporting the environment. Consumers deserve transparency regarding the reality behind their choices and expect sincerity, not eco-fraud,” stated Tomasz Chróstny, President of the Office of Competition and Consumer Protection.
They planted trees in advance
The Office noted that since 2023, Allegro has been advertising the „We Plant Trees for Receiving Parcels at Allegro One” initiative, asserting that for every 10 parcels delivered, a tree would be planted „on behalf” of the customer. The company allowed users to monitor their progress, leading them to believe that opting for this delivery method would positively affect the environment.
However, in 2024, Allegro added a new stipulation – for the company to plant a tree „on behalf” of the user, an online „dedication” had to be submitted within 30 days.
The notification regarding the alteration in the promotion terms was mentioned only once in a holiday marketing communication, and there was no subsequent reminder of this requirement, nor was this information available in the app during parcel collection. According to the findings of the Office of Competition and Consumer Protection (UOKiK), the majority of users were thus unaware of this obligation.
Additionally, trees were planted „in advance,” irrespective of consumer actions in any given year, and the company „symbolically assigned previously planted trees to those customers who fulfilled the campaign’s conditions.” The Office concluded that consumer choices did not directly influence the actual plantings.
„We are examining the allegations made by the President of the Office of Competition and Consumer Protection and are, of course, prepared to collaborate to resolve all issues swiftly and amicably,” Allegro stated to the business editorial team of tvn24.pl.
The company emphasized that as part of the „We plant trees for collecting parcels at Allegro One” initiative, it financed the planting of approximately 3 million trees in Polish forests, corresponding to the number of 10 sets of parcels collected from Allegro One collection points and parcel machines, as well as the number of dedications for specific seedlings completed by users starting in 2024.
„The parcel machine does not perform photosynthesis”
The Office of Competition and Consumer Protection (UOKiK) stated in a press release that InPost, in contrast, encourages customers to opt for a parcel locker (instead of home delivery) with the phrase „We deliver zero-emission e-commerce,” portraying its services as environmentally friendly. However, the Office found that the majority of InPost’s fleet is composed of high-emission vehicles, with electric vehicles comprising only a small fraction. It also evaluated that the company employs simplifications and associations in its marketing communications to highlight the eco-friendly nature of parcel lockers and the favorable impact of choosing delivery through them on reducing carbon dioxide emissions.
„For instance, one of the parcel lockers displays the slogan: 'one parcel locker a day reduces as much CO2 as 9 trees in a year.’ While it sounds impressive, the slogan is simple and emotional, stirring the imagination. The issue lies in the lack of proper verification. The parcel locker does not photosynthesize and does not absorb carbon dioxide. Its potential environmental advantage can only arise from minimizing the number of courier trips, and only if recipients indeed walk or bike to retrieve the parcels and return them in the same manner, and if the parcels are delivered to the lockers by a low-emission fleet,” reported the Office of Competition and Consumer Protection (UOKiK).
It was noted that, based on current findings, InPost „did not possess reliable data” concerning how parcels were collected and dispatched through its parcel lockers.
Another concern raised by the Office of Competition and Consumer Protection (UOKiK) relates to the carbon footprint calculations in the CO2 calculator available in the company’s
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