EU bans unbacked green claims, early obsolescence
Airlines, appliance and electronics manufacturers and FMCG firms will be most affected by the new law.
The European Parliament has passed a new directive banning unsupported green claims – including those based on carbon offsetting – as well as early obsolescence in order to empower consumers to make more sustainable decisions.
The greenwashing ban aims to terminate a number of “problematic habits” among companies selling to EU consumers, particularly the use of generic green claims such as “environmentally friendly”, “natural”, “biodegradable”, “climate neutral” or “eco” without proof. Set to come into force in 2026, it will be supported by the Green Claims Directive, a set of clear sustainability marketing guidelines for companies – which is still in negotiation.
