In an effort to safeguard consumers and prohibit deceptive marketing about sustainability, the European Parliament and European Council have secured a provisional agreement to amend two existing directives, the Unfair Commercial Practices Directive and the Consumer Rights Directive.
What is Greenwashing?
Making incorrect or deceptive claims about a product or practice’s positive environmental effects is known as “greenwashing.” It can be the result of negligence or even intentional miscommunication in the marketing strategies used by some companies to take advantage of the rising consumer demand for environmentally friendly goods or services.

This amendment is intended to better equip consumers for the transition to a green economy. The law is scheduled to become effective in 2026 and will allow EU member states a period of 24 months to transpose it into a national law.
What are the key elements of the proposed amendment?
- Enhance the legitimacy of sustainability labels
- Improve integrity and transparency of future environmental achievement claims
- Place false claims based on unverified greenhouse gas emissions offsetting on the list of banned commercial practices
- Clarify the responsibility of traders regarding cases of early obsolescence, unnecessary updates or the imposed need to purchase spare parts from original producers
- Introduce a uniform label on products that includes information on the producer’s commercial durability guarantee and a mention of the legal conformance guarantee

How can companies avoid greenwashing claims?
- Maintain transparency and clarity
Be open and truthful about your environmental practices and objectives. When it comes to marketing materials, use precise and clear language.
- Set realistic targets
Make certain that your sustainability objectives are attainable and measurable. Avoid making sweeping statements without supporting information.
- Encourage third-party assessment
Seeking impartial evaluations can support your environmental claims and show that you value authenticity.
- Back your claims with proof
Provide statistics and verifications to support your arguments. If you state that your product lowers carbon emissions, back up your claim with data or research.
- Legal Compliance
Ensure that the laws and regulations that apply to your environmental claims are followed. Legal repercussions may result from misleading or untrue statements.
- Continuous Improvement
Demonstrate a dedication to continuing development. Businesses should change and modify their procedures periodically to become more environmentally friendly.
Businesses that put an emphasis on authenticity and sustainable practices will not only prosper but also contribute to the creation of a more sustainable future for all of us as consumers demand more ethical and environmentally diligent goods and services. Start moving your company in the direction of a greener, more ethical enterprise today.
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