Sustainability in contests: the Netherlands and Portugal lead the way 28 January 2026 How environmental consciousness is reshaping promotional campaigns, with the Netherlands and Portugal setting the standard Across Europe, sustainability is transforming the prize promotion landscape, with the Netherlands and Portugal emerging as frontrunners in this eco-conscious shift. Far from being a passing fad, this represents a fundamental change in how brands approach promotional campaigns, driven by consumers’ growing environmental awareness. The article on sustainability in prize competitions was prepared by Martina Crespi, International Project Manager at Promosfera.In this in-depth piece, Martina guides us through a constantly evolving topic, where consumer expectations intersect with emerging regulations such as those on greenwashing. You’ll find her insights and answers to the most timely questions throughout the article. A sustainable approach to prize contests Dutch leadership: sustainability as a core success factor Shifting consumer expectations In the Netherlands, sustainability has become one of critical factors determining whether a promotional campaign succeeds or fails. Dutch companies have risen to meet this demand by creating promotional formats explicitly designed around environmental values: Trade-in promotions that encourage consumers to return used items Cause-related campaigns supporting charitable initiatives Buyback schemes offering discounts on new purchases when customers return old products Portugal: growing environmental consciousness and regulatory evolution The rise of consumer awareness Portuguese consumers are increasingly paying attention to companies’ environmental practices, making sustainability in promotions more important than ever. Market data shows that businesses demonstrating genuine environmental commitment are building stronger trust and loyalty among Portuguese customers. Promotions centered on sustainability are in exceptionally high demand! However, every “sustainable” prize or environmental claim needs legal vetting on a country-by-country basis. What qualifies as “green” and how you can communicate it differs significantly across markets, particularly with regulations designed to combat greenwashing. Don’t leave this to chance: our specialized knowledge ensures your campaign complies with local requirements in your target market. Implementation strategies and key challenges Communicating environmental credentials effectively The Greenwashing trap The most critical challenge in running eco-friendly prize contests is avoiding greenwashing accusations. France, for instance, has implemented strict anti-greenwashing regulations requiring companies to provide clear evidence when claiming to use recycled materials in promotional content. The Netherlands and Portugal are following similar regulatory paths, making transparent and verifiable communication non-negotiable. Finding the right balance between appeal and authenticity Brands must walk a fine line: prizes need to be enticing enough to drive participation while genuinely reflecting a commitment to sustainability. Getting this right demands deep knowledge of both what consumers want and what regulations require in each specific market. Question: “Sustainability matters deeply to many brands, but how can they avoid greenwashing risks while ensuring their sustainable prize contest comes across as authentic to consumers and meets varying regulations across different countries?” Answer: “It’s a dual challenge: you need to meet consumers’ authenticity expectations—they’re more discerning than ever—while also navigating increasingly stringent greenwashing regulations in countries like France, the Netherlands, and Portugal. Simply appearing sustainable isn’t sufficient; you must genuinely be sustainable and communicate it in legally verifiable ways. Every aspect of your promotion requires country-specific legal review: recycled promotional materials, prize selection (such as refurbished goods or low-impact experiences), mechanics that encourage positive behaviors (like recycling or energy conservation), and partnerships with charitable organizations. Rules governing environmental claims, certifications, handling of used products (for trade-ins), and donation transparency all vary significantly. Getting it wrong doesn’t just risk penalties—it can erode consumer trust and completely undermine your promotion’s purpose.” The future of sustainability in prize contests Emerging developments The intersection of gamification, digital innovation, and environmental values is creating exciting new possibilities for eco-friendly prize contests. We’re seeing emerging formats such as: Contests rewarding documented sustainable behaviors Experience-based prizes rather than physical products, emphasizing eco-friendly activities Integration with carbon footprint tracking applications Sustainability in contests Many companies want to integrate sustainability into their prize contests, but this comes with specific regulatory complexities. Here are critical areas where local regulatory expertise proves essential: 🌳Anti-Greenwashing Regulations: France has already established detailed regulations requiring substantiation of environmental claims. This regulatory trend is expanding, demanding thorough verification of all “green” contest communications to prevent both penalties and reputational harm. 🌳“Green” Contest Mechanics: Initiatives like trade-in promotions (widely used in the Netherlands) or charity-linked campaigns involve managing specific legal and tax considerations around collecting and distributing goods and funds—considerations that vary dramatically from one country to another. 🌳Eco-Friendly Prizes: What constitutes a “sustainable prize” in a particular country? Offering refurbished products, eco-certified goods, or low-impact experiences may carry different legal, tax, or logistical implications than traditional prizes, requiring detailed verification. Sustainable promotions: navigating regulatory requirements and consumer expectations Successfully executing sustainable prize contests demands thorough understanding of local regulations, cultural contexts, and consumer expectations. As we’ve explored, factors including anti-greenwashing rules, legal frameworks for specific mechanics (such as trade-ins), and the legal and tax implications of “green” prizes create multiple layers of regulatory complexity. This complex landscape makes it vital to work with industry specialists who can confidently navigate each country’s regulatory requirements, ensuring your promotional initiatives achieve their marketing objectives without compromising the authenticity of your sustainability commitment. Contact us for guidance—we’ll help you integrate sustainability into your promotional strategy effectively, safely, and transparently.
