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In a significant development, the European Union (EU) has taken a decisive step to combat greenwashing, a move lauded as fantastic news. This impactful EU law, while directly applicable¬†¬†to companies seeking to sell products in the EU, sets a precedent for responsible marketing globally. The law specifically prohibits the use of misleading terms such as “eco-friendly,” “environmentally friendly,” “natural,” “recycled,” “biodegradable,” “carbon neutral,” and “climate neutral.”

The essence of this ban is to curb deceptive marketing practices, exemplified by the EU’s criticism of claims like “carbon neutral cheese.” This law challenges companies to refrain from making unsupported claims merely by offsetting emissions. While this may pose challenges for the offset industry, it marks a significant stride toward transparency and authenticity.

ESOS: Energy Actions Plans

Approximately 75% of all products in the market are estimated to be impacted by this ban, according to a comprehensive study. This statistic underscores the pervasive use of terms that imply environmental friendliness without concrete evidence. The EU’s resolute stance on this matter deserves commendation.

Reflecting on the potential adoption of similar legislation in the UK, aligning with these principles would enhance consumer trust and clarity. The call for using hard facts, measurable targets, and internationally recognised standards such as TCFD (Task Force on Climate-related Financial Disclosures) and PP and 0621 is crucial. By embracing transparency and adherence to science-based targets, businesses can communicate their environmental impact more accurately.

The EU’s new law encourages a shift towards honest communication, emphasising the need to avoid confusing consumers. By providing clear information supported by verifiable data, companies can build credibility and foster trust with their audiences. The call for full transparency and adherence to international standards is not just a legal requirement but a commendable move towards a more sustainable and responsible business landscape.

In conclusion, the EU’s ban on greenwashing is a commendable and progressive move. As businesses navigate this changing landscape, adopting a truthful and transparent approach will not only align with legal requirements but also contribute to a more sustainable future.

Enistic's carbon accounting software dashboard showing a full carbon report

Find out more information about the new law changes check our YouTube channel “Carbon College“. And if you have any questions or need further assistance, feel free to reach out.¬†