Consumers still often get lost in a forest of green quality marks, labels, promises and claims, consumer organizations and climate and environmental activists complain. For example, products are promoted as “climate neutral”, “eco” or “natural”. Companies can claim whatever they want, because they don’t have to substantiate those claims.
This will have to happen as soon as the new rules come into effect. Because it is not easy to prove, for example, that a product has been manufactured without emitting CO₂, such claims will probably disappear. This also applies to all kinds of schemes that would, for example, compensate for the climate damage caused by air travel. These claims regularly appear to be based on quicksand or even fraud. Companies are also no longer allowed to encourage consumers to replace products earlier than necessary.
The new rules should protect consumers against misleading marketing practices, the European Parliament says. They also serve to help them make better purchasing choices.
The agreement in principle still needs to be approved by the EU countries and the full European Parliament, but this very rarely goes wrong. Member States will then have two years to implement the new rules.