Green claims directive: Council calls for changes

The European Council adopted its general approach on the Green Claims Directive on 17 June. The directive aims to address greenwashing and help consumers to make “greener” purchasing decisions.

The proposed changes require companies to use clear criteria and the latest scientific evidence to substantiate environmental claims and labels. In addition, the general approach specifies that claims and labels should be easy to understand, with specific reference to the environmental characteristic claimed, such as durability, recyclability or biodiversity. This should further enhance consumers’ ability to make environmentally responsible choices.

In addition, the general approach maintains the proposed verification of claims and labels. This means that an independent third party must verify any green claim before it is published. In certain cases, a simplified procedure may circumvent this process and reduce the administrative burden for companies. The general approach foresees that the Commission will define the characteristics of this simplified procedure via an implementing act.

Trilogue negotiations are expected to begin in the new legislative term.

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