[et_pb_section fb_built=\u201d1\u2033 _builder_version=\u201d4.18.0\u2033 _module_preset=\u201ddefault\u201d custom_padding=\u201d0px|||||\u201d global_colors_info=\u201d{}\u201d][et_pb_row _builder_version=\u201d4.18.0\u2033 _module_preset=\u201ddefault\u201d global_colors_info=\u201d{}\u201d][et_pb_column type=\u201d4_4\u2033 _builder_version=\u201d4.18.0\u2033 _module_preset=\u201ddefault\u201d global_colors_info=\u201d{}\u201d][et_pb_image src=\u201dhttps:\/\/longtimelabel.com\/wp-content\/uploads\/2023\/12\/Directive-GreenClaims_EN.jpg\u201d alt=\u201dGreen claims new European directive\u201d title_text=\u201dDirective GreenClaims\u201d _builder_version=\u201d4.27.4\u2033 _module_preset=\u201ddefault\u201d hover_enabled=\u201d0\u2033 global_colors_info=\u201d{}\u201d align=\u201dcenter\u201d sticky_enabled=\u201d0\u2033][\/et_pb_image][et_pb_text _builder_version=\u201d4.20.4\u2033 _module_preset=\u201ddefault\u201d global_colors_info=\u201d{}\u201d]<\/p>\n
Green Claims is a new European directive designed to regulate the use of environmental claims and thus combat greenwashing practices. It aims to provide specific rules for the justification and communication of environmental claims made by companies in the European Union (EU).<\/span><\/p>\n This new law lays the foundations at European market level for reliable and verifiable environmental declarations to consumers, and for fair and ethical communication practices.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=\u201d4.25.1\u2033 _module_preset=\u201ddefault\u201d header_text_color=\u201d#009541\u2033 header_2_font=\u201d|800|||||||\u201d header_2_text_color=\u201d#009541\u2033 header_3_font=\u201d|800|||||||\u201d global_colors_info=\u201d{}\u201d]<\/p>\n Each IPCC report on the climate reminds us of the urgency of the ecological transition and the need to make sustainable development policies a priority at both European and global level. <\/span><\/p>\n Since the adoption of the Green Deal for Europe, a series of regulations and directives have been introduced within the EU to support and consolidate sustainable development, and to encourage every professional and consumer to produce and consume better. <\/span><\/p>\n More than just recommendations, these texts lay the foundations for a more global economic policy concerning the rational use of resources and the preservation of the climate.<\/span><\/p>\n The proposed directive complements the amendments to the Unfair Commercial Practices Directive, and is in line with the EU\u2019s commitment to the European Green Pact, the Circular Economy Action Plan and the new Consumer Agenda. <\/span><\/p>\n The completion of the EU legislative framework for more sustainable consumption will contribute to achieving Sustainable Development Goal 12.6, which encourages companies to adopt sustainable practices and integrate sustainability information into their reporting. This will also have a positive impact on global value chains involving more responsible production processes in third countries, encouraging companies to contribute to the ecological transition.<\/span><\/p>\n This new directive package ushers in a profound paradigm shift to ensure that every environmental claim is substantiated, detailed and covered by robust, scientific evidence. There\u2019s going to be a clean sweep of claims in product advertising and everywhere else, and that\u2019s no bad thing!<\/span><\/p>\n Consumers face barriers to making more sustainable consumption decisions, and report a lack of confidence in the credibility of environmental claims, not least because of the proliferation of deceptive marketing practices linked to the environmental sustainability of products.<\/span><\/p>\n Despite the ban on the practice, a 2020 study makes a definite statement about greenwashing by environmental markings. More than half the time, claims provide vague, misleading or unsubstantiated information about the product or service, duping the consumer. <\/span><\/p>\n The directive deploys a series of articles designed to curb the proliferation of unsubstantiated environmental claims. <\/span><\/p>\n The Green Claims articles are broadly based on two types of requirements: <\/span><\/p>\n A service or product making a claim directly related to climate or carbon emissions in its advertising or communications must be particularly vigilant about the robustness of its methodology, and provide transparent, reliable and accessible information.<\/span><\/p>\n An \u201cenvironmental claim\u201d is a non-binding marketing message that claims or suggests that a product, service or professional has a positive or zero impact on the environment and\/or is less harmful to the environment than other products, services or professionals. Regularly used by companies, this claim can take many forms, such as a text, an image in advertising, a graphic representation, a symbol, a label\u2026<\/span><\/p>\n In this sense, the directive goes much further than the current prohibition under the Consumer Code, and aims to provide real consumer protection against misleading or even deceptive claims regularly made in advertising or on the web.<\/span><\/p>\n Article 3 of the directive provides the most precise framework for the use of ecological claims. In particular, the EU requires professionals to justify and substantiate each environmental claim.<\/span><\/p>\n In summary, professionals using environmental claims must :<\/strong> <\/span><\/p>\n Prior to use, environmental claims must be verified by an accredited third-party verifier to ensure that they comply in all respects with the requirements of European law, including the Green Claims Directive.<\/span><\/p>\n Too many labels kill labels! Yes, it\u2019s a label that tells you that, and we fully agree with the European Commission on the need for a much stricter framework for the use of labels.<\/span><\/p>\n The label award system : <\/span><\/p>\n First but not least, the law reinforces the fact that all labels must obey a third-party certification system and demonstrate a high level of transparency.<\/span><\/p>\n Gone are the days of self-labels, self-branding or labels with opaque award schemes. <\/span><\/p>\n This point had already been mentioned in the directive on unfair commercial practices in Empowering the consumer for the green transition, aimed at empowering consumers in their responsible consumption choices, and<\/span><\/p>\n Our Ethikis cooperative is 200% behind this measure,<\/b> so that all labels respect the same code.<\/span><\/p>\n To combat the proliferation of eco-labels, the EU requires any new national or private eco-label to demonstrate and prove its added value. Each label will have to be accredited, a kind of marketing authorization, before it can be deployed.<\/span><\/p>\n Accredited verifiers in member states will check claims before they are published. They check that the information is available and meets requirements. All labels and certification systems must be verified before use.<\/span><\/p>\n The directive is strict on aggregate rating systems, and its framework stipulates that any integrated rating system must comply with European law on environmental labeling systems. Gone are initiatives such as Planet Score and Ecoscore.<\/span><\/p>\n Absolutely all products are covered by the directive adopted by the Commission, from cosmetics to automobiles to electrical and electronic equipment, since every product is likely to carry an ecological claim.<\/span><\/p>\n Under the proposed law, a series of rather heavy penalties are envisaged for companies that fail to comply with environmental communication rules. However, the penalties for using a misleading claim and\/or infringing the law remain equivalent to the penalties under the usual environmental legislation: <\/span><\/p>\n EU member states will be required to carry out regular checks to monitor the application of the rules and compliance with bans.<\/span><\/p>\n The text adopted by the European Commission contains a number of grey areas. ECOS, of which our cooperative Ethikis is a member, has identified the following areas for improvement: <\/span><\/p>\n The implementation of a European directive, such as the Green Claims Directive, follows a well-defined series of stages, starting with the Commission\u2019s proposal, followed by Parliament\u2019s first reading. <\/span><\/p>\n The directive has been in proposal mode since 22\/03\/2023 and has been put out to open consultation with stakeholders until May 2023. <\/span><\/p>\n Then, at first reading, the European Parliament examines the Commission\u2019s proposal and may decide to approve it as it stands or amend it.<\/span><\/p>\n On 12 March, the text was adopted at first reading by Parliament in plenary session, and this was announced at an official press conference.<\/span><\/p>\n The Council will adopt its own position on the basis of Parliament\u2019s version of the text. This should happen by the end of the Belgian Presidency in June 2024.<\/span><\/p>\n The trialogues will begin after the European elections, most likely in autumn 2024.<\/span><\/p>\n If a compromise is reached, Parliament will vote a second time in plenary session. The Council will then have to formally adopt it. <\/span><\/p>\n The adopted directive will then be sent to the Member States, which will have a period in which to \u201ctranspose\u201d it, i.e. incorporate it into their national legislation. This period, set by the institutions, varies from 6 months to 2 years.<\/span><\/p>\n Given the timeframes involved in the overall transposition process, final implementation is expected by 2026-2027.<\/span><\/p>\n \u00a0<\/p>\n [\/et_pb_text][et_pb_image src=\u201dhttps:\/\/longtimelabel.com\/wp-content\/uploads\/2023\/04\/personne-montrant-du-papier-recycle-stylo-table-bois.jpg\u201d title_text=\u201dEuropean Green Claims Directive\u201d _builder_version=\u201d4.20.4\u2033 _module_preset=\u201ddefault\u201d width=\u201d69%\u201d max_width=\u201d76%\u201d module_alignment=\u201dcenter\u201d min_height=\u201d348px\u201d max_height=\u201d872px\u201d global_colors_info=\u201d{}\u201d][\/et_pb_image][et_pb_text _builder_version=\u201d4.23.1\u2033 _module_preset=\u201ddefault\u201d text_font=\u201d|700|||||||\u201d text_text_color=\u201d#FFFFFF\u201d header_2_text_color=\u201d#FFFFFF\u201d background_color=\u201d#5CC4E7\u2033 custom_margin=\u201d0px||-2px||false|false\u201d custom_padding=\u201d0px|41px|0px|41px|true|true\u201d global_colors_info=\u201d{}\u201d]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=\u201d4.23.1\u2033 _module_preset=\u201ddefault\u201d custom_margin=\u201d||-1px|||\u201d global_colors_info=\u201d{}\u201d][\/et_pb_text][et_pb_button button_url=\u201dhttps:\/\/longtimelabel.com\/actualite\/webinaire-4-directive-greenclaims\/\u201d button_text=\u201dWatch the webinar\u201d button_alignment=\u201dcenter\u201d _builder_version=\u201d4.23.1\u2033 _module_preset=\u201ddefault\u201d custom_button=\u201don\u201d button_text_color=\u201d#5CC4E7\u2033 button_border_color=\u201d#5CC4E7\u2033 button_icon=\u201d$||divi||400\u2033 custom_padding=\u201d1px|||||\u201d global_colors_info=\u201d{}\u201d][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n\n\n<\/span>","protected":false},"excerpt":{"rendered":" Green Claims is a new European directive designed to regulate the use of environmental claims and thus combat greenwashing practices. It aims to provide specific rules for the justification and communication of environmental claims made by companies in the European Union (EU). This new law lays the foundations at European market level for reliable and […]<\/p>\n","protected":false},"author":1,"featured_media":21955,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[448],"tags":[],"class_list":["post-19681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<\/h2>\n
What\u2019s the background to Green Claims?<\/strong><\/h2>\n
What does the Green Claims Directive contain?<\/strong><\/h2>\n
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What is an environmental claim?<\/strong><\/h3>\n
Here are a few examples of environmental claims: <\/span><\/h4>\n
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How are environmental claims governed by Green Claims?<\/strong><\/h2>\n
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Pre-approval system for claims :<\/strong> <\/span><\/h3>\n
What does Green Claims mean for labels?<\/strong><\/h2>\n
The creation of a label :<\/strong> <\/span><\/h3>\n
Green Claims and aggregate rating :<\/strong> <\/span><\/h3>\n
Which products are covered by the Green Claims Directive?<\/strong><\/h2>\n
What are the penalties under the Green Claims Directive?<\/strong><\/h2>\n
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What are the grey areas in Green Claims?<\/strong><\/h2>\n
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When will the Green Claims Directive apply?<\/strong><\/h2>\n
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To remember about Green Claims:<\/strong> <\/span><\/h2>\n
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