Early steps to curb greenwashing involve tightening how environmental claims are shown on products. Many firms, from multinationals to small businesses, have used vague or unverified eco-labels to imply sustainability that isn’t backed by science. The European Commission has introduced a legislative proposal aimed at stopping misleading eco-posturing and clarifying labels that display environmental certifications without clear, transparent criteria.
European Commissioner for the Environment Virginijus Sinkevicius emphasized at a press briefing that while people want to reduce their ecological footprint, choosing truly green options is not always straightforward.
The Commission has identified 230 different eco-labels across the EU. Its analysis shows that more than half of these claims are unclear or unfounded, and about 40% rest on statements that lack solid evidence.
Examples include phrases like “Made from 30% recycled plastic,” “We aim to cut CO2 emissions,” or “bee-friendly juice.”
The aim is to empower consumers and, at the same time, shield responsible businesses from underhand competition that relies on weak environmental assertions. There is a push to strengthen transparency in voluntary claims used by some manufacturers to market their products.
The plan is to protect shoppers and help legitimate businesses that follow credible standards, reducing the impact of misleading slogans on the market and on trust.
Therefore, and specifically for voluntary environmental declarations, Brussels proposes a set of common rules, without introducing a new mandatory labeling system across all products.
For instance, products will not be allowed to display a single “overall score” derived from various environmental criteria if that aggregation obscures real performance.
If products are compared on environmental performance, the comparison must be supported by equivalent information and data.
Reform of the current green labels
To reduce the proliferation of labels, new public schemes at the national level will not be permitted unless they clearly provide added value at the local level beyond the existing 230, and must align with a harmonized European standard.
The European Commission allows member states to develop European standards when requested by the Twenty-Seven.
“Any new scheme must demonstrate greater environmental ambition than existing ones and will require prior approval to be used.” This is the Commission’s stance.
In all cases, environmental label schemes will need to be trustworthy, transparent, independently verified, and regularly reviewed. The Commission and consumer protection groups will have powers to take action against manufacturers failing to meet these labeling standards.
“Existing programs are not being banned,” sources close to Brussels explain. The directive aims to reveal which companies place these labels on products, what criteria they follow, and whether their claims are based on solid data.
“Green claims are everywhere: ocean-friendly t-shirts, zero-carbon bananas, bee-friendly juices… Yet many of these assertions lack evidence.” The Commission notes that such claims often appear without support, even as the Green Deal’s leadership seeks clearer rules.
The proposed regulation, to be negotiated with the European Parliament and member states, builds on the Consumer Rights Directive issued last year. It would require manufacturers to prevent products from conveying misleading information about their societal or environmental impact.
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