The European Union has taken steps to address the issue of “greenwashing” and enhance consumer awareness regarding product durability. Action was accelerated by several high profile incidents in the EU such as a “climate friendly petrol” promoted by a fossil fuel major while simultaneously expanding production and accelerating emissions growth.
“Greenwashing” refers to deceptive marketing practices where companies exaggerate the environmental benefits of their products or actions. The EU’s initiative aims to ban such practices and provide consumers with accurate information about the durability and environmental impact of products. This move aligns with the EU’s broader goals of promoting sustainability and reducing environmental harm. In particular:
- Only sustainability labels based on approved certification schemes or established by public authorities will be allowed;
- There will be a ban on generic environmental claims, e.g. “environmentally friendly”, “natural”, “biodegradable”, “climate neutral” or “eco”, without proof of recognised excellent environmental performance relevant to the claim;
- Carbon Neutral claims based on emissions offsetting schemes are banned. Organisations can no longer claim that a product has neutral, reduced or positive impact on the environment by purchasing carbon offsets;
- There is a ban on durability and repair-ability claims under normal conditions, if not proven;
By implementing measures to combat greenwashing and improve consumer information, the EU seeks to empower consumers to make more informed choices, support sustainable products, and drive positive change in the market. This initiative contributes to the EU’s commitment to fostering a greener, more transparent economy while ensuring consumer trust and protection.
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