Environmental claims can be used after ensuring that the marketed product has something worth telling with regard to environmental effects.
Marketing should explain only significant and fundamental issues regarding environmental effects.
When assessing the significance of environmental claims, the other products in the same product group should also be taken into account. Using the word "non-phosphate" in marketing is not relevant if there are no products containing phosphate in the market.
How fundamental the environmental statement is can be assessed in relation to all environmental effects of the product. Is it sensible to highlight the fact that the packaging material is three percent recyclable if the product inside the packaging is well known to be extremely damaging to the environment? Is it worthwhile focussing on new environmentally friendly packaging if the product could easily be sold without packaging?
Read the Consumer Rights policies about how to apply the regulations (pdf):
Use of environmental claims in the marketing of cars