SPECIAL ISSUE: The Green Claims Directive

New EU directive to tackle greenwashing on product advertising

In recent years, marketing terms such as “climate-neutral”, “climate-positive”, “ocean-friendly”, “recyclable” or self-created labels that are supposed to stand for the environmental friendliness of a product can be found more and more frequently on everyday consumer products such as food, cosmetics or household articles. But manufacturers and retailers often fail to provide a scientific proof of their green claims. The consequences are a high degree of non-transparency that leaves consumers insecure, while environmental labels as such lose more and more credibility. To end Greenwashing and to install full market transparency the EU has drafted a proposal for the so-called Green Claims Directive.

The new regulations will probably not come into force before 2027, but companies should deal with the topic at an early stage. On the one hand, to understand the complex new regulations and their implementation. On the other hand, to be prepared to provide the necessary scientific evidence in time. In addition, companies need to know which methods and criteria are required to provide scientific evidence for environmental claims. And, of course, how to communicate environmental claims B2B and B2C in the best possible way in the future and to know about possible pitfalls.

In order to shed light on all these questions, nova-Institut is preparing a special newsletter issue on the Green Claims Directive. It will contain articles from our departments Economy & Policy, Sustainability and Communications. Additionally, we will offer our next webinar on the Green Claims Directive early in the year 2024.

If you would like to subscribe for the special newsletter issue and also for the monthly nova-newsletter please register here.

nova-Institut GmbH has been working in the field of sustainability since the mid-1990s and today focuses primarily on the areas of circular economy, bioeconomy and CO2 utilisation. The independent company supports the chemical and plastics industries in the transition from fossil to renewable carbon through research and science-based consulting. It works on all topics from raw materials, technology scouting and market research to economics, policy, life cycle assessments and sustainability, as well as support in communication and strategy development.