In January, the EU resumed negotiations on the Green Claims Directive, a proposed regulation aimed at preventing misleading environmental claims in advertising. During the discussions, EU institutions emphasized their priorities regarding stricter verification, clearer communication, and stronger enforcement of rules related to such claims.
The European Parliament’s Environment Committee advocated for restrictions on carbon offset claims and a ban on greenwashing related to hazardous substances, aiming to prevent consumer confusion. The Internal Market Committee highlighted the need for reliable verification of such claims while also supporting simpler procedures and longer transition periods for small businesses. The EU Council stressed the need for a balanced approach that would protect consumers while ensuring fair competition and encouraging environmental innovation.
The next round of negotiations is scheduled for April 24, with further discussions to follow in the coming months. Stricter regulations could reshape the way brands position themselves in the sustainable market.
