People tend to use words that are trendy to make research or a product line look good, to comply with SDGs and other EU or US regulations. However, the reality behind these words can be blurry in many cases. The goal here is to present the fundamental processes behind neuro-linguistic programming that lead to how green washing works. This also apply to how scientific data from publications can be misused, misinterpreted or brought to misleading generalization. In addition, the presentation will provide an update on the new EU policy incentives and legal obligations that are starting to be put in place to guide industry on what to disclose when making statements about critical concepts such as durability, biodegradation, sustainability, and circularity.