Trialogue negotiations for the Green Claims Directive are ongoing. After the European Parliament’s position in March 2024 and the Council’s general approach in June 2024, co-legislators are working to reconcile their views and finalize the directive.
Once agreed, EU member states will have 18 months to transpose it into national law, with enforcement starting 24 months after it comes into force.
As part of the European Green Deal, the directive aims to combat greenwashing, ensuring companies make clear, accurate and substantiated environmental claims. This helps build consumer trust, promotes fair competition and supports genuine sustainability efforts across the EU.
Key measures include:
✅ Scientific evidence required for environmental claims (e.g., “carbon neutral” must detail emissions, reduction efforts, offsets).
✅ Independent verification by accredited entities.
✅ Restrictions on vague terms like “eco-friendly” unless backed by measurable data.
✅ Easy consumer access to proof, e.g., via QR codes.
✅ Penalties for non-compliance: fines, product recalls, or bans.
While companies will need to invest in data collection and verification, it’s also a chance to stand out in a sustainability-driven market. Consumers benefit from trustworthy claims, and national authorities will play a key role in enforcement.
