When crafting public statements about the sustainability or environmental safety of products or services, companies need to carefully follow advertising rules and principles, including guidelines designed to help marketers avoid making deceptive sustainability or environmental marketing claims, and labeling rules for particular types of products or claims. The number of "green marketing" or "greenwashing" complaints reviewed by courts or regulatory bodies increases year by year. The Swiss Advertising Standards Commission (Lauterkeitskommission) recently had to decide about use of the claim "We focus on sustainable products at fair prices" for olive oil products. A competitor challenged the validity of the claim, arguing that the sales price to consumers was below what reasonably would need to be charged for "sustainable" products. But when is an olive oil product sustainable? The Swiss Advertising Standards Commission held that the claim will be understood by the relevant public (in this case, the average consumer) to mean that producers (here of olives) are paid "fair" prices. And "fair" prices do not simply correspond to the usual market price, but are higher. The company using the claim failed to prove the "fairness" of the prices paid when purchasing the olives, which is why the Swiss Advertising Standards Commission recommended to cease and desist from using such claim. So while a "recommendation" may not be a big deal, this may change once the Omnibus Directive in the EU is implemented and the Swiss legislation adopted to provide similar protection. The introduction of GDPR-style penalties for infringement of consumer rights and deceptive and misleading advertisement will provide real teeth when marketers do not comply with their obligations. Following analysis of the severity of the breach, fines up to a maximum of at least 4% of the annual turnover of the infringing company in the Member State(s) concerned may be applied or, if the annual turnover figure cannot be calculated, a fine up to a maximum of at least € 2'000'000. While this is less than under the GDPR which sets a maximum fine of € 20'000'000 or 4% of the infringing entity’s total worldwide annual turnover (i.e. this is not limited to turnover in the Member States concerned), fines under the Omnibus Directive can nevertheless be substantial - not only because Member States are given leeway to introduce fines which exceed the thresholds stated in the Omnibus Directive, but simply because of the volume of potential infringements and violations which may appear in marketing.