Many print companies are guilty of making unproven green claims, but what about the misconception around print's environmental impact, and the unfounded concerns that negatively affect the industry? Rachel England explores what happens when the shoe is on the other foot.

Greenwashing has been a problem ever since sustainability has been on the business agenda. Claims of eco-friendliness, carbon neutrality and planet positivity have flourished alongside stakeholder demand for green credentials, and as awareness of the practice has grown, so has its complexity.

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