{"id":25207,"date":"2026-04-21T10:06:37","date_gmt":"2026-04-21T08:06:37","guid":{"rendered":"https:\/\/www.fairandgreen.com\/?p=25207"},"modified":"2026-04-21T10:07:23","modified_gmt":"2026-04-21T08:07:23","slug":"position-paper-on-the-draft-eu-directive-to-combat-green-claims-2","status":"publish","type":"post","link":"https:\/\/www.fairandgreen.com\/en\/position-paper-on-the-draft-eu-directive-to-combat-green-claims-2\/","title":{"rendered":"Position paper on the draft EU directive to combat green claims"},"content":{"rendered":"\t\t
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Bonn, June 2023<\/p><\/div><\/div><\/div><\/div><\/div><\/div>

Background:<\/span><\/b> <\/span><\/p>

On 22 March 2023, the EU Commission published the <\/span>draft directive<\/a><\/span> to combat misleading environmental advertising claims. The proposal aims to protect consumers from greenwashing and misleading environmental claims. At the same time, genuinely committed retailers should be given a level and fair playing field to position themselves in the competition for sustainable products. The Commission defines an environmental claim as any voluntary statement or representation, including text, pictorial and symbolic representations, brand and company or product names, in the context of commercial communication, which suggests that a product has a positive or no negative impact on the environment or is less harmful to the environment than other products. To justify its proposal, the Commission refers to a study it commissioned in 2020, according to which 53% of the environmental claims reviewed at the time were vague, misleading or unsubstantiated and 40% were unsubstantiated.<\/span> <\/span><\/p><\/div><\/div><\/div><\/div><\/div><\/div>

Content:<\/span><\/b> <\/span><\/p>

The draft proposes extensive requirements for voluntary environmental claims, including<\/span> <\/span><\/p>