EU prepares to ban greenwashing

The European Union (EU) will prohibit labeling a product or service as ‘green’ to highlight its image as environmentally conscious without sufficient justification.

The European Parliament (EP) announced that an agreement has been reached with Member States on new rules that will be applied against false information and misleading statements, known as “greenwashing”, spread by a company to emphasize its responsible image with environment.

As a result, the EU’s list of prohibited business practices will be updated and misleading advertising on environmental claims will be banned.

Various general environmental claims, such as eco-friendly, natural, biodegradable, or climate and environment friendly, cannot be used without precise evidence to that effect.

NEW RULES ARRIVED

Sustainability labels that do not receive approved certification programs or are not created by public authorities will be prohibited. Products cannot be sold as if they are repairable even if they are not.

In an EU study on greenwashing, it was revealed that 53 percent of environmental claims made about products examined in member countries were vague, misleading or unfounded, and 40 percent were unverified.

The rules will come into force after official approval by the EP and member countries. (AA)