In recent years, the practice of greenwashing—deceptive or exaggerated claims of a product's environmental benefits — has eroded consumer trust and blurred the concept of sustainability. As a response, the European Union has introduced the Green Claims Directive, aiming to provide consumers with clearer information about the environmental impact of products and services. This will outlaw the use of vague or misleading terminology like environmentally friendly, natural, biodegradable, climate neutral, and eco without clear evidence.
The directive emphasizes the importance of transparency, requiring companies to substantiate any environmental claims they make. This means that businesses must provide evidence to support their assertions regarding the eco-friendliness of their offerings. Furthermore, the directive outlines specific criteria that companies must meet when making environmental claims. These criteria cover aspects such as the use of eco-labels, the presence of eco-friendly materials, and the impact on biodiversity.
By enforcing stricter regulations around green claims, the EU hopes to foster greater trust between consumers and businesses while encouraging companies to adopt more sustainable practices. This move is seen as a significant step towards achieving the EU's environmental goals and promoting a more sustainable economy.