To stimulate equitable and sustainable sourcing accompanied by fair advertising the European Union is currently implementing EU-wide bans on:

• generic environmental claims on products without proof
• claims that a product has a neutral, reduced or positive impact on the environment because the producer is offsetting emissions
• sustainability labels that are not based on approved certification schemes or established by public authorities
• advertising goods that have design features that could reduce a product’s lifespan
• making unproven durability claims in terms of usage time or intensity under normal conditions
• presenting goods as repairable when they are not

The administrative process commenced in 2022 and by January 2024 an agreement was reached which was adopted by the European Council in February 2024.

EU member countries have 24 months to incorporate the legislative update into each jurisdiction.

A following milestone towards the development and promotion of durable products was reached in March 2024 by the EU Parliament through the introduction of the Green Claims Directive which focuses on:

• expert-verification of Marketing claims, such as “biodegradable” or “less polluting” before campaign launch
• benefits of straight-forward statements as compared to ambiguous formulations
• penalty measures, such as exclusion from procurement processes, revenue confiscation, or fines of at least 4% of annual turnover

Regardless of their target audience and reach, active market players need to be aware of sharpening legislative conditions in the EU and take the appropriate steps (i.e., walk the talk) towards respecting and even promoting international sustainability standards.

Source: European Parliament

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