EU’s Greenwashing Directive

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The European Union is taking a bold stand against greenwashing, defined as making false or unproven environmental claims in the pursuit of marketing glory. The “Directive on Empowering Consumers for the Green Transition” was recently approved by the European Parliament and demands transparency and accountability in environmental marketing.

A whopping 53% of environmental marketing claims are misleading or unfounded, even though 75% of EU products carry a green or eco claim.

Brands that sell internationally need to pay close attention to make sure they don’t accidentally incur stiff fines of up to 10% of global revenues.

Key Provisions

  • Third-Party Verification: Brands must have their environmental claims verified by a third party. This ensures the credibility of the claims, providing consumers with trustworthy information. Consider partnering with recognized certifying bodies or sustainability organizations to ensure compliance and trust.
  • Transparency and Accessibility: Information supporting environmental claims must be easily accessible to consumers. For digital media link to your supporting materials, for physical media use a QR code.
  • Climate Neutral Ban: Claims that a product is “Climate Neutral” are explicitly banned.

Navigating the New Landscape

The directive not only challenges marketers to avoid greenwashing but also encourages a shift towards genuine sustainability efforts. Don’t avoid discussing the environmental impacts of products because of these new requirements.

Instead, focus on authentic initiatives and educate consumers about the importance of supporting truly sustainable brands.

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