Why GECA's Claims Verification Service Is the Next Step in Building Trust

As expectations around sustainability claims continue to grow, we've evolved one of GECA's services to better reflect what organisations—and their customers—need most: confidence. 

GECA's Claims Authentication service is now Claims Verification, accompanied by a refreshed GECA Claim Verified trust mark. 

While the name and visual identity have changed, our commitment remains exactly the same: providing independent third-party verification that helps organisations communicate sustainability claims with greater credibility, transparency and confidence. 

Why the change?

Over the past few years, sustainability claims have come under increasing scrutiny. 

Consumers are asking tougher questions. Procurement professionals are demanding stronger evidence. Regulators are placing greater emphasis on ensuring environmental claims are truthful, specific and substantiated. 

The Australian Competition and Consumer Commission (ACCC) now recommends that businesses making environmental claims have credible evidence to support them and notes that independent verification can help build consumer trust.  

Against this backdrop, we wanted the name of our service to more clearly reflect the value it provides. 

The term Claims Verification immediately conveys the purpose of the service: independently verifying that a sustainability claim has been substantiated against clear criteria. 

Likewise, the new Claim Verified trust mark is simpler, more intuitive and easier for customers, specifiers and procurement professionals to understand at a glance. 

What is Claims Verification?

GECA's Claims Verification service provides independent third-party verification for individual sustainability claims relating to products, services and organisations. 

Developed in accordance with internationally recognised ISO 14021 principles, the service assesses whether a claim has been appropriately substantiated through a detailed desktop assessment. GECA develops claim-specific criteria, and an independent technical specialist evaluates the supporting evidence to ensure the claim is credible and scientifically supported.

Applicants must also meet GECA's minimum firewall requirements, helping ensure the service supports genuine sustainability leadership rather than contributing to greenwashing. 

Helping organisations communicate with confidence

Not every organisation is ready to pursue a holistic lifecycle ecolabel. 

For businesses seeking to verify a specific sustainability attribute—such as recycled content, recyclability, compostability or water filtration performance—Claims Verification offers an important stepping stone.

The service helps organisations:

• Build trust through independent third-party verification.  

• Strengthen credibility with customers, specifiers and procurement teams.  

• Reduce the risk of misleading or unsubstantiated claims.  

• Demonstrate progress on specific sustainability initiatives.  

• Communicate sustainability achievements with greater confidence. 

Current claim categories include: 

• Recycled Content (including VinylCycle claims for PVC)  

• Recyclability  

• Compostability  

• Water Filtration  

• Selected energy-related claims, such as emissions reductions or renewable energy (excluding lifecycle assessment claims).  

But our program also allows for the design of bespoke claims to support innovators doing great things for the planet.   

Part of GECA's broader commitment to credible sustainability

Claims Verification complements GECA's broader suite of sustainability services. 

For organisations seeking verification of a specific sustainability claim, Claims Verification provides focused, evidence-based assurance. 

For those ready to demonstrate broader environmental, human health, social and quality performance across an entire product or service lifecycle, GECA's lifecycle ecolabel remains Australia's leading multi-sector lifecycle ecolabel certification program. 

Together, these services help organisations choose the right pathway to demonstrate genuine sustainability leadership—whether that's validating a single claim today or pursuing comprehensive lifecycle certification tomorrow. 

Learn more

If you're making sustainability claims, independent verification can help strengthen trust and reduce greenwashing risk. 

Learn more about GECA's Claims Verification service or speak with our team about how we can help verify your sustainability claims.