What does the EU Green Claim Directive mean for consumers and businesses ?

Empowering Consumers for the Green Transition

Are you passionate about sustainability ? So are we ! The European Parliament has taken a significant step towards a greener future with the adoption of the Empowering Consumers for the Green Transition Directive. Let’s dive into what this means for consumers and businesses alike.

What is the aim of the Green Claims Directive ?

The directive aims to safeguard consumers by cracking down on deceptive practices. Companies will be held accountable for misleading claims related to environmental impact. It was also agreed to ban generic environmental claims and sustainability labels not based on approved certification schemes or established by public authorities. No more greenwashing !

Transparency is key. The directive ensures that consumers receive accurate and comprehensive information about products’ environmental impact. From energy efficiency labels to eco-friendly certifications, it will be made easier for consumers to make informed choices.

In tandem with the above, a proposal for a Green Claim Directive was launched. This proposal focuses specifically on environmental claims made by companies, such as “50% recycled”, “produced using only renewable energy”, “20% less CO2-emission”,...

The Directive wants to install :

1. Common criteria on how companies should substantiate environmental claims
2. Clear requirements to address the proliferation and credibility challenges of environmental labels
3. A sound system of independent verification and support to SME’s

It sets clear guidelines for what constitutes a valid “green” claim. This claim must be verified by a third party. The third party and its personnel must be independent, must carry out the verification with the highest degree of integrity, professional knowledge and must respect data confidentiality.

What is the timing for the Green Claims Directive ?

The “Empowering Consumers for the Green Transition Directive has been adopted in February 2024 and published on the 6th of March in the European Journal. This means that member states must implement the Directive early 2026.

As of June 2024, the Green Claim Directive is in draft stage and still has to be adopted.

How can Vinçotte help your business comply ?

Navigating these directives can be complex, but fear not ! Vinçotte specializes in assessing and verifying environmental claims. With a gap-analysis we can assist you to verify if your claim aligns with the directives’ requirements.

More on the Green Claim Directive

The European Commission has put together a document, answering some of the most frequently asked questions about the Green Claims Directive, which you can find here.
Still more unanswered questions ? Send us all your questions and get ready to get in line with the Green Claim Directive !

More information : https://www.vincotte.be/