In a landmark decision, the European Parliament voted overwhelmingly (593-21) to pass a directive targeting greenwashing and promoting transparency in product claims. Pending EU Council approval, the directive is expected to be swiftly endorsed.
Key Points:
- Strict Regulations on Green Claims:
Businesses in the EU are prohibited from making vague environmental claims without credible evidence.
Terms like 'eco-friendly,' 'environmentally friendly,' 'natural,' 'recycled,' and 'biodegradable' are under scrutiny.
- Ban on Carbon Offset Claims:
Businesses cannot label offerings as 'climate-neutral' or 'carbon-neutral' if relying on carbon offsetting.
Concerns raised about the credibility of certain carbon offsetting schemes.
- End to Misleading Claims:
- Directive stops claims that blur specific achievements with a company's overall environmental impact.
- Implementation Timeline:
Changes set to take effect from early 2026.
Member states have a two-year window to incorporate regulations into national laws.
- Impact on UK and Beyond:
While Brexit exempts the UK, businesses selling into EU markets will feel the ripple effect.
Three-quarters of products in the EU carry green claims; over half are deemed vague or misleading.
- Product Transparency Measures:
Manufacturers and retailers must provide repairability information at the point of sale.
Prohibition on advertising used or faulty goods without clear communication to customers.
- Addressing Planned Obsolescence:
- Concerns addressed but advocates hoped for stronger measures against intentional product design for shorter lifetimes.
In summary, the directive marks a significant step toward environmental responsibility, combating greenwashing, and enhancing transparency in the EU marketplace.