The Draft of the EU Directive on Green Claims

Navigating towards transparent sustainability

Dec 2023. The draft of the EU Directive on Green Claims published by the European Commission is seen as an important step towards creating a more transparent and sustainable marketplace. Restricting greenwashing in advertising is expected to increase consumer confidence, promote genuine environmental efforts, and contribute to a more sustainable future.

We give you an overview of the draft directive and its main objectives.

Reason for the draft EU directive

The growing environmental awareness of consumers has led to an increase in products marketed as environmentally friendly, sustainable, or ‘green’. However, not all claims are scientifically substantiated and the lack of harmonised requirements in this area has contributed to consumer confusion and scepticism.

In response to this growing concerns, the European Union (EU) has proposed a directive on substantiation and communication of explicit environmental claims (Green Claims Directive). The directive aims to provide a clear framework for dealing with environmental claims in order to promote sustainable practices and ensure that consumers are not misled by false claims.

Main objectives of the draft directive

The main objectives of the draft directive are to improve the transparency, credibility, and consistency of green claims.

To increase the transparency of claims, detailed information will be required to substantiate environmental claims so that consumers can make informed choices. On the other hand, the practice of "greenwashing", where environmental claims are exaggerated or misrepresented, will be curbed through clear guidelines.

Standardised criteria should provide consumers with accurate and credible information on the environmental impact of products and services. Examples include information on a product's life cycle, its carbon footprint and compliance with specific sustainability standards.

Standardised symbols for sustainable products

To help consumers quickly identify environmentally friendly products, the draft directive introduces standardised labels or symbols. These symbols will indicate that a product meets certain defined sustainability criteria and will provide visual guidance when looking for environmentally friendly options.

Strengthened control mechanisms

It is expected that the final directive will include a mechanism for the verification and certification of green claims. Independent audits or recognised environmental standards should help to ensure the accuracy of green claims. Non-compliance could lead to sanctions, underlining the importance of compliance with the directive.

Any questions left?

Do you have any questions about the draft EU directive on green claims or do you need further information on other environmental regulations or directives? Please feel free to ask your personal account manager or contact our expert Andreas Grabitz.