Observed Signal · Jul 19, 2022 · Regulation · Source: Trending Topics · Impact: 2/5 · Sentiment: Neutral
Refurbed Drops '100% Climate Neutral' Marketing After Greenwashing Warning
German consumer protection body VZBV issued a cease-and-desist to Austrian refurbished-electronics marketplace Refurbed over misleading advertising. The warning cited fictitious price advantages, greenwashing through unsupported environmental claims such as '100% climate neutral', and unlawful use of advertising cookies. Refurbed signed the cease-and-desist declaration and adjusted its website, replacing '100% klimaneutral' with '100% nachhaltiger' and adding 'compared to a new purchase' context. The company also said price-comparison displays were part of an ongoing A/B test. In parallel, French platform Back Market faces a lawsuit in France over similar greenwashing concerns. Refurbed previously raised €45 million and is considered a unicorn candidate. No fines or further legal consequences apply as long as the company complies.
Signals increasing regulatory enforcement against greenwashing and cookie consent violations in e-commerce marketing; relevant but limited to a single company and market.
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Key Takeaways & Evidence Grounding
- VZBV sent Refurbed a cease-and-desist over '100% climate neutral' claims, fake price advantages, and unlawful advertising cookies.
- Refurbed signed a cease-and-desist declaration and replaced '100% klimaneutral' with '100% nachhaltiger' on its website.
- Back Market, a French refurbished-electronics platform, is being sued in France over greenwashing.
- Refurbed had raised €45 million from investors and is considered a unicorn candidate.
- Refurbed is running A/B tests on whether and how to display comparison prices.
Connected Companies & Entities
1 Entity mapped“Während Back Market in Frankreich gar geklagt wurde, fasste Refurbed eine Abmahnung aus....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Back Market's Forshaw: AI Slop Would Make Us Look Like Idiots
In an interview with The Drum, Back Market's head of European marketing, Luke Forshaw, discusses how the refurbished-tech marketplace builds consumer trust, why sustainability alone doesn't drive sales, and where AI should be used in marketing. Forshaw stresses that refurbished devices are professionally tested, repaired and resold with warranties, distinguishing Back Market from general secondhand sellers. Price remains the biggest purchase driver in the UK, while sustainability functions as a 'cherry on the cake'. He warns that using AI too heavily in creative work could produce 'AI slop' and damage brand trust, advocating an 80–90% human, 10–20% AI split focused on reporting and audience data interpretation. He also highlights Back Market's full-funnel growth strategy, its Tribeca X entry 'Silly Little Plastic Cat', and lessons from its Earth Month campaign.
Refurbed raises €50M after reaching profitability
Austrian scale-up Refurbed has completed a €50 million funding round, led by US investor Alex Zubillaga, with participation from Orilla and existing investors Speedinvest, Evli Growth Partners, Bonsai, Almaz, and C4 Ventures. The company reached profitability in March 2025 and achieved 40% year-over-year growth. The funds will be used for further market expansion in Europe, following recent entries into Belgium, Finland, Portugal, and the Czech Republic. Refurbed operates a marketplace for refurbished electronics, offering 45,000 products across 11 countries. The round follows a 20% workforce reduction in February 2025, attributed to geopolitical and regulatory conditions. Previously, the company raised $54M in Series B (2021) and $57M in Series C (2023). Competitors include BackMarket and Swappie. The global refurbishment electronics market is projected to grow from $54B in 2024 to $118B by 2032.
US suspends Microsoft, Adobe from green card labor program
The U.S. Department of Labor announced the suspension of Microsoft and Adobe from its Permanent Labor Certification program, along with Cognizant, Infosys, Capgemini, Tata, Wipro, and HCL. Secretary Keith Sonderling cited active federal investigations for Microsoft and Adobe, and criticized the companies for allegedly taking jobs from American workers. Vice President JD Vance specifically accused Microsoft of replacing laid-off workers with H-1B visa holders. Microsoft responded by defending its hiring practices, stating that the majority of its U.S. employees are Americans and that most H-1B petitions are for existing employees. The announcement was made during a White House summit on H-1B fraud, coinciding with President Trump honoring several tech CEOs with the National Medal of Science.
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