Elaine Campling of ChemAdvisory, reports on the progress of the Green Claims Directive in Europe and its aim to protect consumers from green washing.
Via the Green Claims Directive, new criteria is being developed to prevent companies from making misleading claims about the environmental merits of their products and services within the European Union (EU). The Directive is considered necessary to address difficulties that consumers face in trying to ‘make sense’ of label statements. These cover environmental performance of products and the credentials of the companies promoting them. According to the Commission, claiming to be ‘green and sustainable’ has become a competitive factor in the bid for customers.
