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BRUSSELS – The European Union plans to crackdown on business greenwashing and misleading environmental claims, with reliance on murky ‘climate neutral’ claims one of several bad practices in the firing line. Under proposed guidelines, businesses will be obligated to firm up green claims, after previous EU investigations of against its Unfair Commercial Practices Directive (UCPD) found over half of companies provide vague, misleading or unfounded information about products’ environmental characteristics.

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