The EU is addressing the issue of greenwashing—where companies make misleading environmental claims—by proposing new regulations on green claims. Consumers currently face difficulty understanding environmental labels, and some claims are unreliable, reducing trust. The proposed directive, introduced by the European Commission on March 22, 2023, would require companies to provide verifiable and comparable evidence to support their green claims, improving trust and informed decision-making.
The proposal on green claims aims to
- make green claims reliable, comparable and verifiable across the EU
- protect consumers from greenwashing
- contribute to creating a circular and green EU economy by enabling consumers to make informed purchasing decisions
- help establish a level playing field when it comes to environmental performance of products
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