SSAB AB

This is a forward-looking product claim describing a real, pilot-stage decarbonisation pathway (HYBRIT) but asserting a definitive, present-tense outcome ("eliminating the carbon dioxide emissions") that is not yet delivered. The source document confirms no fossil-free Strenx® grades are in commercial production, and no baseline, scope, timeline, or methodology accompanies the claim [source document]. Verified EU ETS data show SSAB's core steelmaking installations emitting at levels consistent with, or above, 2013 baselines — corroborated independently by Climate TRACE satellite data — with no evidence of the emissions elimination the claim implies. The claim conflates a genuine R&D and investment programme with an already-achieved product outcome. SBTi and TPI records provide credible mitigating context: SSAB has Paris-aligned targets and a strategically-rated transition pathway, distinguishing this case from fabricated or wholly unsubstantiated net-zero claims. This is not a repeat claim in SSAB's assessed history, though the company's overall score trend across prior Prasine assessments is deteriorating.

(b) Green Claims Directive (enforcement from September 2026): This claim would require independent verification under GCD mandatory substantiation requirements and, as currently worded, would likely fail such scrutiny. The claim lacks any third-party-verifiable baseline or quantified reduction pathway tied to the "eliminating" assertion.

(c) UCPD Article 11 exposure: Under UCPD Article 11 (as amended by the EmpCo Directive, EU 2024/825), this claim is subject to enforcement by national consumer protection authorities. Complaints may be filed with Sweden's Konsumentverket (Swedish Consumer Agency).