EU Proposal on Green Claims: Tackling Greenwashing and Boosting Trust

The Commission drives a change. It sets rules so that company claims link tightly to facts. These rules make claims clear and easy to check. They fight greenwashing and help consumers trust claims.

Overview: The Challenge of Greenwashing

Consumers face a maze of claims. Many labels and words do not connect well. Studies show that:

• 53% of green claims stay vague, misleading, or unfounded.
• 40% show little evidence.
• Half of green labels miss strong checks.

Around 230 eco labels and 100 green energy labels work in the EU. Their quality and truth vary. This gap weakens consumer trust and fair market play.

Objectives of the Green Claims Directive

The Directive on Green Claims, set in March 2023, builds links that matter:

• It makes green claims reliable, comparable, and verifiable.
• It protects consumers from false eco advertising.
• It helps buyers choose green products with clear facts.
• It gives honest companies a fair space to grow.
• It supports the EU’s aim for a green, circular economy and a climate-neutral future by 2050. ## Key Measures and Scope

The rules focus on clear, voluntary claims. They cover links where no other EU rule steps in. For example:

• "Packaging made of 30% recycled plastic."
• "Company’s environmental footprint dropped by 20% since 2015."
• "Product CO2 emissions halved since 2020."

Main steps require:

• Clear points that match each claim with solid, science-based proof.
• Mandatory checks by independent experts.
• Tight control of eco labels to keep rules solid and open.

Related EU Initiatives and Policy Context

The Directive links with other EU policies. They work together and share clear words. For instance:

• A Directive that helps buyers and focuses on lasting products and easy repair.
• The Circular Economy plan that builds claims on full life cycle checks.
• The EU Ecolabel and EMAS that give trusted green marks.

Together, these rules change how we produce and buy. They drive the EU to reach a climate-neutral path.

Timeline and Next Steps

• March 2023: The Commission set the proposal.
• Now, the Directive waits in EU halls to be approved.
• Soon, activities join in. These include roundtables, training webinars, and events at EU Green Week in 2025 to spread the word.

Why This Matters

By linking tight rules with proven facts, the EU closes gaps that let greenwashing spread. It builds trust among buyers and backs companies that truly care for the environment. Clear claims help each person decide better and make markets fairer. This change speeds up Europe’s switch to a greener economy.

For further details:

• European Commission’s press release on green claims
• Factsheet and Q&A on the Directive proposal
• EU Ecolabel Information
• Contact: Europe Direct for EU environmental policy inquiries

Stay informed with upcoming events like the webinar on choosing EU Ecolabel products (October 10, 2025) and EU Green Week 2025 in June.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.