The european commission has recently proposed common criteria against "greenwashing" or "ecopostureo". The goal is to combat misleading environmental claims that mislead consumers and damage the reputation of companies committed to sustainability. This proposal seeks to provide consumers with clear, safe and truthful information about the products and services they purchase, and protect them from companies that use unsubstantiated voluntary green claims.
New proposal from the European Commission.
The proposal aims to ensure that companies making green claims for their products or services meet minimum standards for how they substantiate the claims and how they are communicated, allowing consumers to identify sustainable products from those that are not. . In addition, the proposal will also benefit companies that work to improve the sustainability of their products, since their statements will be valued and may increase their reputation and sales, as more consumers are interested in purchasing sustainable products.
The initiative of the European Commission arises in response to the request of the European Consumers Organization (BEUC) to ban carbon neutrality claims on food and drink in Europe, because these claims are considered misleading and mislead consumers into believing that the products are a good option to curb climate change and preserve the environment atmosphere.
According to a 2020 study, 53,3% of environmental claims examined in the EU were found to be misleading and 40% were unsubstantiated. This has caused some companies to engage in unfair competition, using false or ineffective environmental claims.
In short, the European Commission's proposal is a first step towards establishing a set of common standards for companies using voluntary environmental declarations. This will benefit consumers, since they will have access to clear, safe and truthful information about the products and services they consume. In addition, the initiative will help companies committed to the sustainability of unfair competition. Companies will be required to use green claims backed by scientific evidence from independent experts.
When will this new regulation be approved?
This proposal joins the Consumer Rights Directive presented by the EC in 2020, which included obligations for companies regarding the information they provide on the social or environmental impact of their products. The proposal still needs to be discussed and agreed with the European Parliament, the Council of Ministers and the Member States before being implemented.
