A coalition of European industry groups is urging EU policymakers to refine the Green Claims Directive by simplifying its substantiation and verification processes. Organizations from sectors including food, cosmetics, paper, and beverages, have signed a joint statement advocating for a more transparent framework that ensures businesses can meet environmental claim requirements without excessive burdens.
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The Green Claims Directive and the Coalition
The Green Claims Directive is designed to standardize environmental claims, reducing greenwashing and promoting trustworthy information for consumers.
The coalition, which among other organizations includes EUROPEN, FoodDrinkEurope, Cepi, and Cosmetics Europe, acknowledges the Directive’s intent to create a fair business environment and improve consumer awareness. However, they stress the need for a proportionate and well-defined approach in order to maintain economic competitiveness and encourage investment in sustainable practices.
Proportionality and Legal Clarity are Essential
Groups such as the European Brands Association (AIM), the Brewers of Europe, and spiritsEUROPE emphasize the need for a balanced and proportionate framework. They argue that verifying claims like ‘produced with renewable electricity’ or ‘X % recycled content’ should not require the same level of substantiation as complex lifecycle assessments, which can be significantly more costly and time-consuming.
Additionally, organizations like the Federation of the European Sporting Goods Industry (FESI) and Toy Industries of Europe (TIE) stress that inconsistent application across Member States could create regulatory confusion. The lack of harmonization may lead to delays, increased administrative burdens, and unintended consequences for businesses trying to comply.
Addressing Overlapping Regulations and Transition Challenges
The coalition warns that the Directive’s provisions on hazardous substances may conflict with existing EU laws such as REACH and RoHS. They argue that banning environmental claims for products containing hazardous substances without assessing existing safety regulations is unnecessary and may disrupt compliance with other EU frameworks.
Moreover, industry groups advocate for an adequate transition period and legal clarity before enforcement. Without sufficient time to adapt, businesses could be forced to discard compliant products due to evolving regulations, resulting in unnecessary waste and financial strain.
Another point of note is that special consideration should be given to products already on the market before the Directive’s implementation.
The Need for a Practical and Predictable Framework
The signatories urge policymakers to streamline the Directive, eliminating redundant regulations and ensuring practical implementation. They emphasize that corporate sustainability reporting, already regulated under the Corporate Sustainability Reporting Directive (CSRD), should not fall under the Directive’s scope. Similarly, packaging-related claims should align with the Packaging and Packaging Waste Regulation (PPWR) to avoid duplication and inconsistencies.
Conclusion
As EU institutions begin negotiations, industry associations stand ready to collaborate with policymakers to create a Green Claims framework that is clear, predictable, and effective. A well-structured Directive will not only support businesses in their green transition but also ensure consumers receive accurate and meaningful environmental information.
