SummaryThe use of fluorescent whitening agents (FWAs) instead of oxidative bleaching agents such as peroxide is an alternative for the bleaching of mechanical pulp. By this approach, the chromophores of the wood components in the pulp are not destroyed chemically but the brightness of the pulp is achieved by increased re‐emission of blue light in the range of 400–500 nm. In this study, a typical FWA and peroxide bleaching chemicals are compared with respect to both production and application in the pulp mill. The life‐cycle inventory shows that, on the one hand, the production of the FWA leads to higher releases of salts and adsorbable organically bound halogens (AOX) to surface waters and that, on the other hand, significantly less FWA is required in the application step in order to reach the same pulp brightness. The life‐cycle impact assessment of the production step is presented in terms of Eco‐indicator 95. These results, however, do not cover the environmental fate of various chemicals released to the aquatic environment in the course of the bleaching/whitening step. Therefore, this part is assessed by means of a more detailed investigation of the chemicals' environmental fate in rivers and their aquatic toxicity.