By Kåre Press-Kristensen, senior advisor in air pollution, Green Transition Denmark

Firewood emits large amounts of CO2, harmful and cancer-causing particles, soot, dioxins and tar substances when it is burned. In fact, wood burning is the most health-damaging form of heating in Denmark. Nevertheless, several companies try to sell wood burning as a CO2-neutral, environmentally and climate-friendly solution. That is why the Green Transition Denmark has reported a number of retail chains, chimney sweeps, firewood sellers and stove dealers for greenwashing and false marketing.

"Burning wood is an extremely health and environmentally harmful form of heating, which costs almost 300 Danes their lives every year and causes large costs for the healthcare system. Soot particles and CO2 from burning wood contribute to global warming. It is therefore highly problematic that some companies try to mislead consumers by marketing wood burning as a CO2-neutral, environmentally and climate-friendly solution. In this way, business entices consumers to make health and climate-damaging investments – which in the end will cost both the climate and consumers dearly. It must of course be stopped,” says Kåre Press-Kristensen, senior advisor within air quality & climate at the Green Transition Denmark.

As a consumer, you are met by many companies with misleading messages such as that "wood-burning stoves are CO2 neutral and therefore do not pollute the environment" or "The wood-burning stoves are Swan-labelled, which means that you get an environmentally friendly solution."
Unfortunately, that is far from the truth. In fact, according to DCE at Aarhus University, a new eco-labelled stove emits over 20 times more particles than district heating from coal, over 200 times more particles than heat pumps and approx. 20 times more particles than oil boilers. Newer eco-labelled stoves also emit more soot than old stoves.

Green Transition Denmark has reported 32 companies to the Consumer Ombudsman for greenwashing and misleading marketing, among other things. Coop, Bilka, DAPO, Silvan, Morsø, Varde Ovens, Lotus, Pejsering, pejsen.com, Roskilde Pejsecenter, HETA, HVAM, Aduro, etc.

Unfortunately, the 32 notified companies are not the only ones in the industry who adorn themselves with fake green feathers. In fact, many more advertise that their products are environmentally friendly. Nevertheless, it is the Green Transition Denmark's assessment that the 32 selected companies are some of those that have gone the furthest in their misleading marketing in the attempt to entice consumers to choose wood burning rather than environmentally and climate-correct heat sources.