How the EU Green Claims Directive will boost consumer confidence and green innovation

The environment is a key issue in politics and society. People want to buy “green” products or services that are sustainable and eco-friendly. However, they need reliable information from businesses and producers to make informed choices. The European Commission has proposed a directive on green claims to ensure that environmental claims are clear, truthful and based on scientific standards.

The EU Green Claims Directive aims to set common rules for using environmental claims or green claims on products or services in the European single market. The main goal is to protect consumers from false or misleading information on the sustainability and environmental performance of products or services.

The main points of the draft directive are:

• Definition of Green Claim: The directive defines what a green claim is and what criteria a product or service must meet to be labeled as “green”. These criteria must be supported by scientific evidence and recognized standards.
• Clear Labeling: The directive requires that environmental claims are clear and understandable for consumers. This may include labels, symbols or statements on product packaging.
• Control and Compliance: The directive establishes control and verification mechanisms to check that environmental claims are accurate. The competent authorities will monitor and enforce the rules and punish violations.
• Sanctions: The directive foresees sanctions for businesses that provide false or misleading information on their products or services. The fines and penalties could be high to discourage dishonest behavior.
• Monitoring and Review: The directive provides for regular monitoring and review of the rules to keep them updated with scientific and technological progress and new needs.

The EU Green Claims Directive could have many benefits. It could help consumers to make better and more sustainable choices, avoiding being fooled by misleading environmental claims. It could also foster fair competition among businesses, stimulating innovation and development of truly sustainable products or services. It could also reduce the environmental impact of economic activities, moving towards a greener economy.

The EU Green Claims Directive is an important step for more environmental transparency and consumer protection in the EU. It could support sustainable and responsible development, offering a tool to tackle the current environmental challenges. The directive is still under discussion and negotiation between the EU Member States and the European Parliament, and its adoption will be a key step for the sustainable future of Europe.

Source: CCPB