More and more companies take an interest in communicating their environmental and ethical conduct in their marketing, especially companies utilising many resources on keeping themselves as environmentally responsible as possible. The Danish Consumer Ombudsman has recently issued Guidelines containing a detailed and very strict framework for when and how environmental and ethical claims can be used in marketing. This is bound to limit the ways in which “storytelling” can be used as a means of marketing. Therefore, the Guidelines will be of great importance. Since the Danish Consumer Ombudsman uses a very wide definition of environmental and ethical claims, the Guidelines cover all information which is likely to give consumers the impression that a given product or activity is a better choice from an environmental or ethical point-of-view, such as “green”, “blue”, “gentle”, “sustainable”, “environmentally friendly” or “fair”. At the same time, the Guidelines are very ambitious in their requirement for environmental and ethical claims to be adequately documented. This raises a very important question for many operators in the market: When does the company hold sufficient documentation to highlight itself?