From compliance to competitive advantage: How to use DPP for green marketing

Стефан Дянков•February 10, 2026•6 min read
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Как да използваме DPP за зелен маркетинг

European Digital Product Passport rules are gradually turning product data into the 'new currency' of sustainability. Companies that collect, organize and prove information better win more trust, partners and market share.

The regulatory framework is now clear:ESPRintroduces DPP as a sustainability, circular economy and legal compliance tool for a wide range of products. This creates a real opportunity for DPP to be seen not just as a compliance cost, but as a green marketing tool that is verifiable, audit-proof and clearly distinguishable to customers.

Why is DPP more than a regulatory requirement?

From "green promises" to irrefutable evidenceIn the European Union, pressure against unsubstantiated "green" claims is growing. Directive 2024/825 ("Empowering consumers for the green transition") tightens the rules against misleading environmental claims and labels. This means that consumers must receive clear and verifiable information.

Debates around the Green Claims Directive have also shown how complex the policy process is (including possible pauses or delays in 2025), but the message is clear: claims without evidence and methodology are increasingly risky. Right hereDPP is most useful– instead of promising, companies can show with data, sources and version of the information.

A strategic advantage in the B2B environmentIn many sectors, sustainability is already a factor in supplier selection. DPP arranges the information so that it is machine-readable and comparable, which is especially valuable for large retail chains, industrial customers and public contracting authorities.

How to build a green marketing strategy “on” DPP

Select the "marketable" data with the highest valueNot all fields in DPP are suitable for external communication. A practical division includes:

This model reflects the real direction of the DPP pilots and the future interoperability developed through European initiatives such as CIRPASS and CIRPASS-2.

Convert DPP from QR code to PDF into a "trust page"The most common mistake is a QR code that leads to a long technical document. A more effective marketing approach is a modular, easy-to-use page that brings out the essentials of the DPP:

It is important to always show date and version. By definition, DPP is dynamic, and updates are part of the trust.

Make green claims that stand up to scrutinyDue to regulations against greenwashing, any green message must contain:

Standards such as ISO 14067 are often used to measure carbon footprint and product emissions.

Where does DPP most often bring competitive advantage?

Batteries: Passport + deadlines for QR codesBattery regulations are now among the most specific. For certain categories there are clear deadlines for labeling and providing information (labels from 2026, QR codes from 2027). The marketing value is obvious:

Textiles: Trust vs. "green labels"Textile users are particularly sensitive to greenwashing. A digital digital passport can be a strong defense against this when it includes a material composition with verifiable sources, instructions for extending the life of the product, clear instructions for separate collection and recycling, and validated certificates. That's why projects like CIRPASS and CIRPASS-2 develop real pilots for textile chains.

Operational Roadmap: 6 Steps to "DPP-first" Green Marketing

How DPP helps Bulgarian companies stay ahead of the competition

DPP can really distinguish Bulgariansmanufacturersand exporters, particularly in textiles, components, electronics and assembly. European customers are increasingly looking for suppliers who provide structured and verifiable information rather than marketing promises. This also applies to circuits that need to adapt to the DPP framework under ESPR. Practical benefits include:

  1. In B2B sales, DPP shortens the onboarding process (fewer emails and spreadsheets).
  2. In textiles, DPP builds trust where "green labels" no longer work.
  3. For batteries and components, early compliance with the QR/passport deadlines gives an advantage.

Conclusion: DPP is the new trust standard

It is no longer a question of if DPP will happen, but how. So it makes sense to use it as a marketing tool. When green claims are backed up with data, versions, methodology and evidence, companies gain both credibility, lower regulatory risk and stronger sales pitches.

ESPRsets the framework for the DPP as a sustainability and compliance tool, and Directive (EU) 2024/825 makes it clear that communication must be transparent and non-misleading. Together, they make "DPP-first" marketing the surest path to long-term competitive advantage.

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Frequently asked questions

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Yes, a digital passport can be a solid foundation for honest green marketing, but only if the information used is accurate and up-to-date. Instead of general claims such as "eco product" or "sustainable choice", companies can show specific facts - origin of materials, possibilities for repair, recycling or extending the life of the product. This makes the messages more persuasive and less risky in terms of greenwashing.

DPP is not a marketing slogan, but a verification mechanism. Each green claim can be traced back to specific data, methodology and version of the information. When customers or partners have easy access to structured information via a QR code or digital profile, the risk of disputes, complaints or fines is significantly reduced. In other words, DPP turns sustainability from a promise into a proof.

Not all data in the DPP is intended for external audiences. For customers, information about the material composition, instructions for use and maintenance, possibilities for repair and reuse, recycling and valid certificates or standards are most useful. More sensitive data, such as suppliers or specific manufacturing processes, is usually only available to regulators or business partners. Best practice is to view DPP as a layered system where different audiences see different levels of detail.

DPP builds trust through transparency and control. More and more people want to know not only what they buy, but also where it comes from, how long it will last and what happens after use. When this information is easily accessible, up-to-date and well-structured, brands are perceived as responsible and trustworthy. This directly affects loyalty, repeat purchases and customers' willingness to pay more for provably sustainable products.

Traditional green marketing often uses general statements and visual symbols (green colors, icons, slogans). DPP-based green marketing is data-driven – using concrete metrics, verifiable sources and regular updates. This makes it more reliable, more resistant to regulatory pressure and better suited to a B2B environment where decisions are made based on facts, not emotions.

The best time is before the DPP becomes mandatory for a specific product category. Companies that start early have time to test their processes, clean up the data and build a clear communication strategy. Thus, DPP can be not only a compliance tool, but also part of the brand identity and value proposition to customers.

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