Our Green Claims Policy

Our Commitment

We believe environmental claims should be specific, understandable, and capable of being substantiated. We do not want customers, architects, contractors, or preservation professionals to simply take our word for it.

Our approach is built around four principles:

Transparency

We clearly explain the environmental benefits we claim for our products and materials and do not intentionally conceal or omit information that could materially change how those claims are understood.

Accountability

We support our environmental claims with evidence and regularly review the facts, figures, and statements used in our communications.

Fairness

When comparing our products with other materials or products, we aim to use clear, fair, and unambiguous language.

Honesty

We make specific claims about our environmental practices and work to ensure that our actions support the promises we make publicly.

How We Put These Standards Into Practice

Responsible environmental communication requires more than good intentions. Our internal practices include:

• Clearly defining the environmental terms we use
• Providing evidence for environmental claims
• Using authentic and accurate imagery
• Maintaining an editorial review process
• Training employees on responsible environmental communications
• Reviewing AI-assisted content before publication
• Maintaining a process for questions and concerns
• Educating customers and other stakeholders
• Encouraging responsible practices among partners and collaborators
• Regularly reviewing our claims, policies, and communications
• Complying with applicable laws and regulations

What We Mean by Our Environmental Terms

Words such as “natural,” “plant-based,” and “plastic-free” can mean different things to different people. To avoid ambiguity, we define how Brouns & Co uses these terms.

Natural

Made from naturally occurring materials, including minerals, in either their raw or processed state.

Plant-Based

Our paint binder is linseed oil made from pressed flax seeds from the flax plant, Linum usitatissimum.

Mineral Pigments

Finely ground mineral pigments that are mixed and milled into a linseed oil suspension.

Plastic-Free

None of the raw materials used in our paint are derived from fossil fuels.

Dryers

We use modern carbon-based dryers that do not contain zirconium or cobalt.

Oil-Based

When we describe our paint as oil-based, the oil is natural linseed oil made from pressed flax seed.

Low / No VOC

Our paints contain only trace amounts of naturally occurring VOCs. Brouns & Co Balsam Turpentine is a natural VOC derived from pine.

Eco-Friendly

When we use this term, we are referring to materials that are not fossil-fuel derived and are intended to avoid contributing plastic particles, including microplastics and nanoplastics, to the environment.

Non-Toxic

We use this term to describe products formulated without ingredients classified as hazardous, toxic, carcinogenic, or polluting under the standards applicable to those products.

If you encounter an environmental term in our communications that is unclear or is not explained here, please contact us for clarification.

How We Verify Our Claims

Environmental claims should evolve as evidence, regulations, and industry standards evolve.

Our verified claims are reviewed annually. If certification requirements, regulatory standards, or supporting evidence change, we update our marketing and website communications accordingly.

Responsible Use of Photography and Imagery

Images can communicate environmental ideas just as strongly as words, which is why we believe they should be held to the same standards of accuracy.

Authentic Imagery

Where environmental claims are involved, we aim to use genuine and representative images of our products, projects, materials, and initiatives rather than imagery that could create an exaggerated impression of environmental performance.

Responsible Use of Color

Green and earth tones can visually suggest environmental benefits. We use these colors as part of our brand and creative work, but we do not rely on visual language as a substitute for substantiated environmental claims.

Real Projects and Initiatives

When illustrating sustainability projects or achievements, we use imagery that relates to genuine Brouns & Co activities and initiatives.

Photo Editing

We do not intentionally alter photographs in ways that misrepresent the environmental context, performance, or impact of our products or initiatives.

Cultural and Environmental Sensitivity

We aim to represent the people, places, buildings, landscapes, and communities featured in our communications accurately and respectfully.

Our Editorial Review Process

Environmental claims are reviewed before publication. Our team checks content against the terminology and standards established in this policy and updates our definitions when new claims or terminology are introduced.

We also encourage our team to question and challenge environmental claims both before and after publication. If something can be communicated more accurately, we want to correct it.

Employee Training

Employees receive training on our Green Claims Policy and The Anti-Greenwash Charter so that the people creating, approving, selling, and communicating our products understand our environmental commitments.

New employees receive a copy of this policy, and refresher training is provided annually. We also review our training program each year to account for regulatory developments, employee feedback, and evolving industry best practices.

Our Green Claims Policy is also shared with advertising and marketing agencies working on our behalf.

Our Use of Artificial Intelligence

We may use AI tools to assist with activities such as research, data analysis, report preparation, and content development.

AI-generated or AI-assisted content does not bypass our editorial standards. Environmental claims produced with the assistance of AI are reviewed by human editors before publication. Claims are checked for accuracy and against the terminology established in this policy.

We also periodically review our use of AI to ensure it remains consistent with the standards of The Anti-Greenwash Charter.

Questions, Feedback, and Concerns

We welcome questions about the environmental claims we make.

We aim to respond to emails concerning our green claims within three business days. We also seek to understand how customers interpret our environmental communications so that we can make them clearer and more useful.

If you have a question or believe one of our claims requires clarification, please contact Michiel Brouns at sales@linseedpaint.com.

Greenwashing concerns may also be submitted directly to The Anti-Greenwash Charter for independent review.

Helping Customers Understand Sustainability

Part of our responsibility is education. We create content designed to help homeowners, architects, contractors, craftspeople, and preservation professionals better understand traditional materials, environmental issues, and the impact that material choices can have on buildings and the wider environment.

Our goal is not simply to make environmental claims, but to provide enough information for people to make informed decisions for themselves.

Working With Partners and Collaborators

We encourage suppliers, partners, agencies, and collaborators to follow the same principles of transparency and responsible communication.

We share relevant information and resources with partners and encourage alignment with the principles of this Green Claims Policy and The Anti-Greenwash Charter.

Where we discuss the environmental credentials of a partner or collaborator, we aim to communicate those credentials clearly and accurately.

Regular Review of Our Content

Our marketing and communications are reviewed quarterly to help ensure that environmental references remain accurate and current.

We also conduct an annual review of key website pages, policies, and other long-term content. This allows us to respond to changes in regulations, evidence, industry standards, and The Anti-Greenwash Charter.

Legal and Regulatory Compliance

All Brouns & Co environmental marketing must comply with applicable laws and regulations in the markets where our products are sold and promoted.

We regularly review our practices as regulations evolve and take corrective action when content needs to be updated or clarified.

Governance

Our Managing Director is responsible for overseeing compliance with this Green Claims Policy, which is reviewed quarterly.

Concerns that cannot be resolved internally may be referred to The Anti-Greenwash Charter for independent review.

We also share our Green Claims Policy with relevant third parties and suppliers when appropriate and encourage them to adopt similarly responsible standards.

Independent Campaign Reviews

As a signatory of The Anti-Greenwash Charter, Brouns & Co participates in periodic third-party campaign reviews.

These reviews assess how effectively we are implementing the practices and procedures described in this policy and provide an additional level of accountability.

Audit reports may be made available for public review as part of our Green Claims Policy documentation. Continued compliance is required to maintain certified signatory status.

Where We Can Improve

Responsible environmental practice is an ongoing process, not a finished project.

We review our operations each year to identify opportunities to further reduce our environmental impact. Current areas of focus include improving the traceability and transparency of our raw-material supply chain, expanding employee training, and investing in renewable energy.

We will continue to review our progress, update our targets, and communicate openly about both what we have achieved and where there is still work to do.

Our Commitment to Clear Environmental Claims

We believe customers deserve facts rather than vague environmental promises. Our goal is simple: to communicate clearly, support our claims with evidence, correct information when necessary, and remain transparent about both the strengths and limitations of our products and practices.

If you have a question about any environmental claim made by Brouns & Co, please contact Michiel Brouns at sales@linseedpaint.com.