EU to enhance product labeling and ban misleading environmental claims

The European Parliament approves a directive to overhaul product labeling and prohibit misleading environmental claims

In a move to safeguard consumer rights and promote sustainable practices, the European Parliament on Wednesday granted final approval to a directive aimed at overhauling product labeling and prohibiting misleading environmental claims. The directive, endorsed today with a resounding majority of 593 votes in favor, 21 against, and 14 abstentions, signifies a milestone in the ongoing efforts to combat greenwashing and enhance consumer awareness.

The primary objective of the directive is to empower consumers by offering clearer and more trustworthy product information, discouraging deceptive marketing practices, and fostering responsible purchasing decisions. Notably, the directive targets common marketing ploys related to greenwashing and premature obsolescence, both of which will now be included in the EU’s list of prohibited commercial practices.

One of the groundbreaking provisions of the new rules is the prohibition of general environmental claims such as “environmentally friendly,” “natural,” “biodegradable,” “climate neutral,” or “eco” without substantiated proof. The directive also regulates the use of sustainability labels, allowing only those based on official certification schemes or established by public authorities within the EU.

An essential focus of the legislation is on promoting the durability of goods. To achieve this, the directive mandates increased visibility of guarantee information and introduces a harmonized label that accentuates products with extended guarantee periods. The legislation further prohibits unfounded durability claims, premature replacement prompts for consumables, and the misrepresentation of goods as repairable when they are not.

Biljana Borzan, the rapporteur for the Parliament, expressed enthusiasm for the groundbreaking legislation, stating, “This law will change the everyday lives of all Europeans! We will step away from throwaway culture, make marketing more transparent, and fight premature obsolescence of goods.” Borzan highlighted that the legislation empowers consumers to choose products that are more durable, repairable, and sustainable, thanks to reliable labels and advertisements.

The directive is now set to undergo final approval from the Council, following which it will be published in the Official Journal. Member states will then have 24 months to transpose the directive into their national laws.

In parallel, the directive aligns with the ongoing discussions about the green claims directive, which aims to provide more specific conditions for using environmental claims. Together, these directives mark a pivotal step towards a more transparent and sustainable marketplace.

Source: Newsroom