Marc, 46
The Unconvinced Pragmatist
"All the eco-talk? It's not why I choose a sofa."
EXAMPLE · FURNITURE, SWEDEN
45% OF HIS SEGMENT: NO GREEN CLAIM IMPROVES THEIR VIEW
EU EmpCo Directive · Applies 27 September 2026
Your green claims are about to be judged. Meet the jury first.
SBI Claims Check screens your sustainability claims against the Silicon Panel — four AI consumers built from 16 years of real Nordic survey data — then proves the survivors with real fieldwork. Before the market and the regulator do it for you.
T-MINUS — : — : — until the average-consumer test applies
0 years of data
0 respondents / year
0+ brands
0+ industries
0 markets
Not a legal question. An empirical one.
From 27 September 2026, generic claims like "green" or "climate friendly" are banned without proven excellence. Offset-based "climate neutral" claims are banned outright. Everything else is judged by one test: does the claim mislead the average consumer? Lawyers can tell you what is banned. They cannot tell you how consumers actually read your claim — and that is the standard that will be applied. Fines reach 4% of annual turnover. Silence isn't safe either: greenhushing surrenders positions your competitors will claim.
4%
of turnover, maximum fine
27 Sept 2026
the test applies
<3/5
consumer trust in sustainability communication, and falling
The Silicon Panel
Four consumers. Sixteen years of evidence. Zero patience for a weak claim.
Every screened claim faces four synthetic consumers — each one grounded in what real respondents in your market and industry require, reward and reject. They don't score your claim. They react to it, segment by segment, in plain words.
Anna, 47
The Mainstream Expecter
"I don't read reports. But treat staff badly and I'm gone."
EXAMPLE · FURNITURE, SWEDEN
43%: DECENT WORKING CONDITIONS ARE NON-NEGOTIABLE
Miriam, 47
The Critical Examiner
"Certified by whom? Show me."
EXAMPLE · FURNITURE, SWEDEN
31%: NO TRANSPARENCY, NO PURCHASE
Kim, 42
The All-In Idealist
"One visible failure outweighs ten good deeds."
EXAMPLE · FURNITURE, SWEDEN
ONLY 4% SAY NOTHING IS A MUST
The panel is rebuilt for your industry and market from the same data — so Marc in furniture is not Marc in banking.
Common questions.
How it works
Screen. Test. Monitor.
01 · SCREEN — €4,900
Up to 10 claims through the Silicon Panel. Who accepts, who rejects, and why — with greenwashing-risk flags and repositioning advice. 1–2 weeks.
02 · TEST — €9,900 / market
Your exact wordings, ~1,000 real consumers per market. Comprehension, trust, misleading-ness — a documented evidence file for the average-consumer standard. 4 weeks.
03 · MONITOR — €15,000 / year
Standing panel access to pre-screen claims year-round, one fieldwork wave per year, and credibility tracking in your industry.
| Compare | 01 · SCREEN €4,900 | 02 · TEST €9,900 / market | 03 · MONITOR €15,000 / year |
|---|---|---|---|
| Claims covered | Up to 10 | Your exact wordings | Unlimited pre-screening |
| Consumers | 4 AI personas | ~1,000 / market | Panel + 1 wave / year |
| Output | Risk flags + repositioning advice | Legal-grade evidence file | Year-round access + tracking |
| Turnaround | 1–2 weeks | ~4 weeks | 12 months |
| Best for | Fast screening | Substantiation | Ongoing governance |
Silicon screens. Humans substantiate.
The panel flags what the data cannot answer — and routes it to real fieldwork. Only real consumers can form the evidence the average-consumer standard demands. That honesty is the product.
Coming in phase 2: run a claim past the panel yourself.
Anyone can ask an AI what consumers think.
Most synthetic-consumer tools are a chatbot in a trench coat — plausible answers with nothing underneath. Our panel is constrained by the Sustainable Brand Index: Europe's largest brand study on sustainability since 2011. When a question falls outside the data, the panel says so. Then we field the real study.
The average consumer, measured
16 years, methodologically consistent, five markets.
Beyond compliance
The same evidence shows which messages build trust and preference.
Independent
Not your agency, not your certifier. Our data has no stake in the answer.
Send us your three most important claims.
We'll show you — free, in 30 minutes — how they sit in your industry's data today.
Erik Elvingsson Hedén · Business Development · SB Insight