BRUSSELS – In a move to combat greenwashing, the EU Council has adopted a ‘general approach’ to the green claims directive. This directive is designed to help consumers make more informed and genuinely eco-friendly choices when purchasing products or services.
A 2020 study revealed over half of the environmental claims made by companies were vague, misleading, or unsubstantiated. To address this, the directive sets minimum standards for the substantiation, communication, and verification of explicit environmental claims.
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