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The European Union’s Green Claims Directive strengthens regulations to address the issue of greenwashing, which involves claims about the environmental benefits of a product.
Green Claims Directive: What is the new European directive on environmental claims?
On January 17, 2024, the European Parliament approved a directive (EU Greenwashing Directive) that will ban the use of misleading environmental claims. These new rules aim to make product labeling clearer and more reliable by prohibiting claims related to greenwashing. The main objectives of the directive are:
- Protect consumers from misleading marketing practices.
- Help consumers make more informed purchasing decisions.
As Biljana Borzan, the European Parliament rapporteur, stated: “Companies will no longer be able to deceive by claiming that plastic bottles are good because they planted trees or that something is sustainable without explaining how.” The Green Claims Directive, which will integrate with the directive on environmental claims, will detail the conditions for environmental assertions.
Green Claims Directive: Which Claims Are Prohibited?
The new rules ban the use of generic green claims without evidence. Examples of these prohibited claims include: «green», «environmentally friendly», «biodegradable», «eco-friendly», «environmentally correct», «carbon friendly», «climate friendly», «biobased», «gentle on the environment», «energy efficient».
What Will Happen to Carbon Neutrality Claims?
The new rules prohibit claims that a product has a neutral, positive, or reduced environmental impact regarding greenhouse gas emissions through offsetting schemes. Examples of these prohibited claims include: «climate neutral», «CO2 neutral», «carbon positive», «climate net zero», «climate compensated», «reduced climate impact»
Environmental Labels and EU Measures for Sustainable Consumption
In the future, only labels based on certification schemes or issued by public authorities will be accepted, meeting transparency and credibility requirements. In some cases, the labels themselves could be considered a green claim.
Other EU Initiatives:
In addition to the EU Green Claims Directive, the EU is advancing on other fronts to protect consumers and promote sustainable consumption:
- Environmental Claims: A verification system will be established for companies environmental claims, requiring them to provide evidence and obtain prior approval from designated verifiers. This directive is in progress and will continue after the European elections in June 2024.
- Ecodesign: The EU will introduce standards to ensure that products are sustainable, durable, and environmentally friendly.
- Right to Repair: The EU will promote the repair of products rather than discarding and buying new ones.
Next Steps:
The directive will be reviewed by the European Council for approval, and Member States will have 24 months to adapt it into their national laws. It is advisable to prepare for these changes.
Impact on Cosmetic Companies:
Companies will need to adjust their marketing practices to ensure the accuracy and credibility of their claims about “natural” or “organic” products, which will now be subject to rigorous scrutiny.
Compliance Strategies:
Cosmetic companies should:
- Collaborate with accredited certification organizations.
- Train marketing teams on the new regulations.
- Conduct regular audits of environmental claims.
Global Impact and Future Trends:
The EU may set a global standard, prompting other regions to adopt similar strategies to prevent misleading environmental claims. Cosmetic companies should prepare for a future where transparency will be mandatory.
Green Claims Directive Conclusion:
The EU’s greenwashing policy represents a significant move towards more transparent marketing practices, essential for building trust with increasingly discerning consumers.
If you need assistance adapting your products to the new regulatory changes, please contact us using the following form or by email info@cosmeservice.com
References:
- European Parliament. More info
