Ocean Plastic, Biodegradable, Recyclable – companies in the EU could in future have to prove that products marketed as climate-friendly actually are. The European Commission wants to introduce a law against so-called greenwashing. Consumers should be able to better recognize whether a product really does not harm the climate and the environment.

The background to the draft, is that consumers often do not have reliable information about the sustainability of products, according to the Commission. In greenwashing, for example, companies market products as environmentally friendly even though they may not be. According to a 2020 EU Commission study, more than half of claims about the climate-friendliness of goods were vague, misleading or unsubstantiated. At the same time, it was often difficult for companies to meet different standards in EU states, the draft says.

The Commission is now proposing that EU states must ensure that climate-related claims are also substantiated. The criteria for this are to be based on scientific findings and international standards and verified by independent third parties.

In addition, the entire life cycle of products is to be taken into account – i.e. both climate-damaging emissions during production and possible pollution during use. Goods that contain carcinogenic or other hazardous substances, for example, would largely not be allowed to be marketed as environmentally or climate friendly. Citizens would be able to file complaints if the rules are violated, according to the draft.

So, how do the next steps look like?

The EU Commission is expected to present the law in March, along with other initiatives on the subject. The text may still change before then. The EU Parliament and the states would then have to negotiate it.