Eco claims on consumer products could be truth-tested under European law.
The European Commission (EC) has proposed new rules requiring companies to provide evidence in support of climate-friendly claims about their products and services.
The Directive on Green Claims would test descriptions such as ‘T-shirt made of recycled plastic bottles’, ‘CO2 compensated delivery’, ‘packaging made of 30% recycled plastic’ or ‘ocean-friendly sunscreen’. It covers all voluntary claims about the environmental impacts, aspects or performance of a product, service or company.
‘Green claims’ will need to be independently verified and proven with scientific evidence before companies can communicate them to consumers. As part of the scientific analysis, companies must identify the environmental impacts relevant to their product, as well as identifying any possible trade-offs, to give a full and accurate picture.
The move follows a 2020 EC study highlighting that 53.3% of examined environmental claims in the EU were found to be vague, misleading or unfounded, while 40% were unsubstantiated. The EC said that the absence of common rules for companies making green claims leads to greenwashing and disadvantages genuinely sustainable companies.
