European law bans greenwashing
The EU law banning greenwashing seeks to protect consumers from distorted marketing practices and help them make better purchasing choices.
Unsubstantiated claims that products are ‘environmentally friendly’, ‘natural’, ‘biodegradable’, ‘climate neutral’ or ‘eco’ will be banned under the new law, and only sustainability labels based on approved certification schemes or established by public authorities will be allowed within Europe.
The law also seeks to increase the durability of goods – with guarantee information due to be more visible, and banning unfounded durability claims and presenting goods as repairable when they are not. A new guarantee extension label is to be introduced at a later date.
Members of the European Parliament voted in the Directive, with 593 in favour, 21 against and 14 abstentions.
The new Directive is meant to work alongside the Green Claims Directive, currently being discussed at committee stage in Parliament, and also needs to receive final approval from the Council, after which it will be published in the Official Journal and member states will have 24 months to transpose it into national law.
