Suspending the Environmental Claims Directive is a step back in consumer protection

Just over two years ago, the European Commission introduced the Green Claims Directive with a simple yet ambitious goal: to ensure that any "green" claims made by a company were supported by scientific evidence, independently verified, and clearly communicated to consumers. It was a proposal with the potential to radically change the way we choose products and services in the European Union, promoting greater transparency in communication.
In June of this year, at the height of negotiations between Parliament, the Council, and the Commission, the process was suspended. Some Member States considered the rules excessive for microenterprises and argued that sufficient legislation already existed in this area.
Today, more than half of the environmental claims on the European market are vague, misleading, or unsubstantiated. Expressions like "eco-friendly," "100% green," or "carbon neutral" appear without credible evidence. The directive would require these claims to be based on robust data—such as measurements of environmental footprint, recyclability, or durability—and audited by independent experts.
For consumers, it would mean more transparency and trust. A European study showed that 48% of consumers prefer to buy products with an environmental label, and 40% are willing to pay more for sustainable options. Without clear and verifiable data, trust fades, and the efforts of reputable companies lose impact in the face of greenwashing . The directive would create objective and uniform criteria, favoring those who genuinely invest in sustainability and penalizing deceptive practices.
It's true that new rules entail costs and adaptations. But it would be possible to implement specific solutions for microenterprises, such as transitional periods, technical and financial support, process simplification, and digital tools. Suspending the process completely sends the wrong message: that consumer protection and market transparency can wait.
The European Union must resume negotiations with compromise and balance. If we want a fair, competitive, and sustainable market, we need clear rules, scientific evidence, and transparency in environmental claims. We cannot allow the fight against greenwashing to be held hostage by political impasses or exaggerated fears.
It is important to continue to keep these issues in the public debate and, for this reason, this will be one of the several topics that will be highlighted at the Plastics Summit – Global Event 2025, an international event organized by APIP – Portuguese Plastics Industry Association, which will take place in October, in Lisbon.
The texts in this section reflect the authors' personal opinions. They do not represent VISÃO nor reflect its editorial position.

