The European Union’s (EU) executive arm, the European Commission, has come up with proposals to establish an EU-wide methodology to clean up the environmental claims marketplace. The measures are designed to prevent companies from making unsubstantiated environmental claims about their products and indulging in corporate greenwashing.
Many businesses sell goods labeled as green by trying to capitalize on the growing movement for environmentally sound products.
The EU’s directives are trying to tackle this trend by:
- Ensuring that claims are communicated clearly to the benefit of consumers
- Making sure that firms that make a genuine effort to improve the environmental sustainability of their products are easily recognized
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