The European Commission has tabled new rules against greenwashing and misleading environmental information. Among the main proposals is the imposition of concrete proof by brands claiming to be ecofriendly, and the risk, for those who fail to do so, of a fine of at least 4% of the company’s turnover.
The main objective of this new regulation is to level the playing field so that consumers have better quality information to choose environmentally friendly products and services, and therefore more certainty that when something is sold as green, it really is green.
The strong growth in recent years in the green market, i.e. the sale of products with reduced environmental impact, is increasingly motivating brands and fashion houses to market their products as environmentally conscious, risking misrepresentation.
The new laws, now in the process of being passed, would force brands to scientifically verify any claims made in their advertisements and therefore consider the life cycle of their products more broadly, rather than just considering a “green” aspect as it suits them.
It will also ban “self-certified” labels, impose more controls on the veracity of the benefits of materials such as recycled polyester, and challenge terms such as “carbon neutral” and “climate neutral”. According to some observers, this draft also needs more clarity.
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