GREENWASHING

The EU is combating greenwashing and setting higher standards for companies that make vague, partial or false claims about their environmental impact. The new directive, “Empowering Consumers for the Green Transition,” will strengthen consumer protection by banning misleading advertising. It is predicted to have an impact on the F&B industry, which is filled with products and innovations claiming to be “carbon neutral” or something similarly “green” or “eco-friendly.”

The law, approved by the EU Council and EC, still needs formal approval by the European Parliament and each of the EU27 country national parliaments. If all parties greenlight the initiative, it will come into force in 2026.

According to Ursula Pachl, deputy director general at the European Consumer Organisation (BEUC), the future ban on carbon neutral claims is “great news” for consumers.

“There is no such thing as ‘carbon neutral’ or ‘CO2 neutral’ cheese, plastic bottles, flights or bank accounts. Carbon neutral claims are greenwashing, plain and simple. It’s a smoke screen giving the impression that companies are taking serious action on their climate impact,” she highlights.

“The truth is that these claims are scientifically incorrect and should never be used. We are delighted to see that the EU has seized this legislative opportunity to ban carbon neutral claims.” more like this - 🔗