It is a written or oral claim, such as "ecological", "green" or "good for the climate", whose specification is not provided clearly and prominently on the same medium. It remains lawful if the product carries the EU Ecolabel, an official type I ecolabel or the highest class under EU legislation relevant to the claim. It ceases to be generic if it is specified, for example "100% of the energy used to produce this packaging comes from renewable sources".
Read the source article: Banned environmental claims in the EU: list and fines