BetterChoice

About BetterChoice

BetterChoice is a compliance platform built specifically for sustainability claims in fashion and textiles. We help fashion brands and retailers monitor e-commerce websites and product catalogues to detect compliance risks, verify claims against 70+ recognised certifications and standards, and provide regulator-aligned guidance to ensure sustainability communication is accurate, substantiated, and trustworthy. Why it matters: Regulators in the EU, UK and globally are intensifying enforcement. Fashion companies now face fines of up to 4% of annual turnover in the EU and up to 10% of global revenue in the UK for misleading environmental claims. At the same time, consumers demand transparency and claims they can trust. BetterChoice makes sustainability compliance a standard, not a struggle. We work globally with fashion companies to remove the friction from credible sustainability communication. We're transforming how brands manage compliance — not by adding pressure, but by removing guesswork and automating how to work. What we deliver: - Continuous monitoring of live product catalogues across markets and languages - Instant detection of vague or unsubstantiated green claims - Verification of certifications and materials against official databases - Regulator-ready guidance that helps teams act quickly and confidently - Real-time oversight that unites Legal, ESG, and Marketing teams on one platform BetterChoice turn compliance data into actionable insights and help fashion brands reduce risk, build credibility, and empower consumers to make better choices. Backed by Antler, Ada Ventures, EIFO, private investors, and business angels — and supported by the Technical University of Denmark and the Danish Industry Foundation through the prestigious scale-up program, GreenUp Accelerator, we are building the future of credible, data-driven sustainability communication.

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