A new and powerful wave of “greenwashing” bans will sweep the European Union (EU) shortly.
The EU’s Green Claims Directive and Greenwashing Directive (together, the Green Directives) are key legislative tools being introduced in the EU as part of the European Green Deal, focused on combatting misleading claims regarding products’ environmental friendliness or social consciousness.
“Environmental claims” are defined very broadly in the Greenwashing Directive as: “any message or representation which is not mandatory under Union or national law, in any form, including text, pictorial, graphic or symbolic representation, such as labels, brand names, company names or product names,…and which states or implies that a product, product category, brand or trader has a positive or zero impact on the environment or is less damaging to the environment than other products.”
If you are not in the EU, why should you care?
- It is not stopping in the EU. Canada just passed a stronger law than the EU has and prosecutors and courts around the world are well ahead of compliance laws. Wherever you are, this is coming to you.
- However, this is not a risk discussion; it is an opportunity discussion. Environment/Climate is already the #1 thing on the minds of people. Toss in greenwashing and it makes consumers even angrier, as they see they are being lied to and taken advantage of.
- This presents an opportunity for those wise enough to see it.
- For those organizations that can show they are certified/verified as environmentally sustainable, they are welcomed and rewarded by consumers.
If you see this is something that is not impacting your business, ignore this.
If you see the opportunity this presents, read this on what you want in a sustainability program, watch this master class, and contact us.