What is the EU Green Claims Directive and How Does it Affect Product Marketing?

Consumers are no longer just noticing sustainability claims on their product's packaging, they are actively seeking them out. According to Globe Scan's "Healthy & Sustainable Living Report 2024" 89% of consumers currently purchase or would like to start purchasing eco-friendly products.

Brands that don't include environmental claims on their products (greenhushing) or include incorrect or misleading claims (greenwashing) risk losing trust with consumers. With greenwashing on the rise, the EU is stepping in to ensure that environmental claims are credible, verifiable and backed by science. Enter the Green Claims Directive, a game-changer for businesses marketing their sustainability efforts.

Here’s everything you need to know to stay ahead of the curve.

What is the Green Claims Directive?

The Green Claims Directive is a proposed EU law designed to regulate environmental claims made by companies. It ensures that businesses provide clear, substantiated, and verifiable information when marketing products as "green" or "sustainable." The directive applies to explicit environmental claims and labeling schemes, addressing issues like recyclability, carbon neutrality and biodiversity impact.

Key Goals of the Directive:

• Eliminate greenwashing: Prevent misleading claims that confuse consumers.

• Ensure scientific backing: Require companies to provide concrete evidence for their sustainability statements.

• Regulate eco-labels: Standardize environmental labels to enhance consumer trust.