New EU Directive Targets Greenwashing, Strengthens Consumer Protection
Deutsche Umwelthilfe (DUH) welcomes new EU regulations taking effect September 27, which tighten requirements for environmental marketing claims. The directive aims to bolster consumer protection and requires companies to substantiate their environmental assertions.
Berlin – Stricter regulations for environmental marketing claims on products and services will come into effect on September 27, following the implementation of an EU directive. Deutsche Umwelthilfe (DUH) has welcomed the new rules, which aim to enhance consumer protection and combat "greenwashing."
The updated legislation mandates that companies must provide clear and credible evidence for broad environmental claims, such as "environmentally friendly" or "climate neutral." General statements, improvements in a single aspect of a product, or claims based solely on offsetting emissions will no longer suffice. Rules concerning sustainability labels and future environmental commitments are also being refined.
DUH will continue its practice of conducting random checks on companies and products to ensure compliance with the new regulations. The organization also stated its intention to pursue legal action in cases of violations. "Consumers must be able to trust that environmental claims hold true," said DUH's Federal Managing Director, Jürgen Resch.
The directive is intended to make it easier for consumers to assess and compare the veracity of environmental claims, thereby enabling more informed purchasing decisions. Simultaneously, it aims to benefit companies that demonstrably achieve superior environmental performance. DUH encourages consumers to report suspected greenwashing via their website.