Greenwashing will be added to the list of commercial practices prohibited in the European Union, as it is considered problematic marketing habits.

The European Parliament approved this Wednesday, January 17, a directive that aims to prohibit greenwashing practices in the labeling of consumer products.

With this measure, we seek:

• Protect consumers from deceptive business practices
• Help the user make better purchasing decisions
• Ban the use of misleading environmental claims
• Goodbye to greenwashing

With the newly approved directive, greenwashing will be added to the list of prohibited commercial practices in the European Union, as it is considered problematic marketing habits.

Transparent and reliable labeling

It will also seek to improve transparency and reliability in product labelling, by prohibiting the use of general environmental claims such as “environmentally friendly”, “natural”, “biodegradable”, “climate neutral” or “eco”. » without substantial evidence to support such claims.

Additionally, stricter regulations will be implemented on the use of sustainability labels. Given the proliferation of these labels and the lack of comparative data, it will be established that, in the European Union, only sustainability labels based on official certification systems or those established by public authorities will be allowed.

Claims of neutrality are prohibited

To address the confusion generated and promote greater authenticity, the directive will also prohibit the claim that a product has a neutral, reduced or positive impact on the environment thanks to emissions offset schemes. These measures aim to protect consumers, encourage ethical business practices and promote the adoption of verifiable sustainability standards in the European Union.

Durability will be the most important point

The new anti-greenwashing law seeks to promote product durability, focusing on the visibility of warranty information and the creation of a new label to highlight products with extended warranties.

Additionally, false claims about durability are prohibited, such as stating that a washing machine will last 5,000 cycles if this is not true under normal conditions. Incitements to replace consumables unnecessarily early (such as printer ink) and the presentation of products as repairable when they are not are also prohibited.

MEP Biljana Borzan highlights that the law will change everyday life by encouraging the choice of more durable and sustainable products through reliable labels. Additionally, deception in sustainability marketing is addressed. Final approval by the Council is the next step, and once approved, Member States will have 24 months to incorporate it into their national legislation.