‘Green claims’ directive – protecting you from the trap of greenwashing

It’s easy in a supermarket to be overwhelmed by claims like recycled content, green, environmental, rainforest friendly or plant-based. 

There’s a reason you’re confused: The labels don’t always tell you anything useful or true. Greenwashing—misleading environmental claims—has been a growing problem, making eco-friendly choices harder, not easier, for consumers.

In 2020, the European Commission found that 53% of environmental claims were vague, misleading, or unfounded, and 40 % were unsubstantiated. To fix this confusion, we have created criteria for what claims we allow to prevent companies from making misleading claims about the environmental merits of their products and services.

The Green Claim Directive is our solution to this problem. It combats false environmental claims and reduces greenwashing by providing you, the consumer, with better and more transparent information. 

When you see a label under the Green Claims Directive, you can trust that the labels are based on reliable, comparable, and verifiable criteria. The directive empowers you to make more informed and sustainable shopping decisions. 

I fought for high standards and flexibility for regional labels, such as Svanemærket, in the directive to empower consumers for the green transition.

What’s in it for you?

• Companies must explain the reduced environmental impact which this label certifies.
• The label will have a holistic assessment to consider the product’s lifecycle and complete environmental footprint, from production to disposal.
• The labels will be reviewed and updated regularly because the highest standard five years ago may differ from today. Thus, the information you rely on is accurate, relevant, and reflects the current state of environmental sustainability efforts.