Frequently Asked Questions

What certifications are legally required to claim a product is "sustainable"?
Can I use a self-created label to highlight eco-friendly products?
What’s the difference between GOTS and OEKO-TEX certification?

How can I make sustainability claims without risking greenwashing accusations?
My entire collection is GOTS-certified, can I call my brand "sustainable"?
We’re launching a new capsule collection made with recycled materials. How can I promote this collection?

Can I add a “sustainable” filter to my webshop?
What criteria should I use to determine which products fall under this filter?
Am I allowed to create my own icons to indicate responsible products?

Can I use a green leaf icon to highlight eco-friendly products?
Are there legal restrictions on using green symbols in marketing?
How can I visually indicate sustainability without misleading consumers?

Josie is an AI-powered assistant trained to help fashion brands avoid greenwashing and communicate sustainability claims clearly, credibly, and compliantly. She’s your go-to for fast, practical advice on whether your environmental marketing passes the legal and ethical vibe check. Josie can assess risk levels, refer to applicable legislation, rewrite your communication and suggest improvements to ensure your communication is compliant.

Remember, Josie is powered by AI and therefore does not provide legal advice. If you’re in need of a human touch, contact us on lets@askjosie.ai.

Josie was made for fashion teams—marketers, copywriters, sustainability officers, legal advisors, e-commerce teams—basically anyone working with product communication and storytelling in the fashion industry. Whether you’re launching a new “green” campaign or just tweaking product labels, Josie’s here to help.

Josie works on the AI model of ChatGPT and is trained and carefully fine-tuned with:

• EU legislation (like the UCPD, Green Claims Directive draft, Empowering Consumers Directive)

• National guidance (ACM 🇳🇱, CMA 🇬🇧, ADEME 🇫🇷, FPS Economy 🇧🇪)

• Soft law, case law, and industry codes

• Real-world advice and experience from the legal and sustainability experts at MASJIEN and PIVOT

We’ll make sure to continuously update her with the latest legislation, cases and enforcement trends so she’s never out of style.

Not quite. Josie is AI-generated legal guidance, not a substitute for legal advice. She is a first filter, not your final check. If her first analysis, risk rating, and suggestions leave you unsure or need a human brain, you can always reach out to the experts behind Josie at lets@askjosie.ai.

Anything related to green claims and sustainability communication in fashion. You can find some inspiration on the top of this page.
You can also ask her to rewrite texts or to analyse visuals. Just upload them in the prompt or in the attachments.

Josie replies in the language of your question. Whether you’re writing in English, Dutch, French, or German—she answers accordingly.

Furthermore, if you mention the country (or where you plan to market), Josie will also analyse the national guidance and legal interpretations relevant to that jurisdiction.

Nobody’s perfect, neither is Josie. Josie can’t replace a lawyer, provide strategic advice on sustainability, understand the full picture if you haven’t provided her with all relevant information, or guarantee the perfect answer.

Josie is powered by AI technology that requires energy to operate, store data, and process your questions. We are (and should be) aware of that. It is difficult to calculate the exact energy use but we aim at making her run on efficient infrastructure and keep things light where possible. 

We are committed to using this tool responsibly — to help reduce misleading sustainability claims, support better decisions, and encourage more accurate environmental communication in the fashion industry.

Finally, it’s good to know that most of the environmental impact comes from the training of the large AI models (ChatGPT) —a process that’s already been done before Josie was even “born”. The energy needed for each individual conversation, is relatively low. That means your questions don’t drain the planet—and using Josie to get things right the first time might actually save resources in the long run.

Your input is treated confidentially and used only to generate a response in that session. Josie doesn’t retain or learn from individual uploads.

Absolutely! Here are a few ways to make sure Josie gives you the clearest, most helpful response:

• Be specific. Instead of asking “Is this okay?”, try “Can I say ‘climate neutral’ on this label for the French market?"

• Add context. Tell Josie where the claim will be used (website, packaging, social media) and in which country or region it will appear.

• Upload content. If you’re working with a visual, a product page, or a social post, upload it. Josie can analyze both text and design context.

• Ask for a rewrite. Not sure how to phrase something legally safe but still appealing? Ask Josie to rewrite your claim in a compliant and convincing way.

• Follow up. If you make changes based on Josie’s advice, feel free to ask her to review the new version. She’ll keep it short and sharp the second time around.

The better the input, the better the output—Josie’s smart, but she’s not a mind reader (yet 😉).