Highlights: “Greenwashing” is the marketing method of using the ecological argument in a misleading manner to improve the image of a company. This directive marks real progress at European level because it is the first time that a text attacks the sometimes misleading advertising of certain companies. “This regulation makes it possible to prevent, for example, pretending that we are selling something that is carbon neutral, when we are simply compensating for carbon emissions,” says David Cormand, MEP from Europe Ecology-the Greens.

This Tuesday, March 12, MEPs adopted, at first reading, a directive on ecological claims which complements the ban on “greenwashing”. This text now defines…

Greenwashing: MEPs tackle misleading advertising from certain companies

This Tuesday, March 12, MEPs adopted, at first reading, a directive on ecological claims which complements the ban on “greenwashing”.

This text now defines the type of information that companies must provide in order to justify ecological claims.

The European Parliament meeting in plenary session in Strasbourg, January 16, 2024 (illustrative photo).

AFP - FREDERICK FLORIN

By: RFI Follow

With our special correspondent in Strasbourg,

Romain Lemaresquier

“Greenwashing” is the marketing method of communicating to the public using the ecological argument in a misleading manner to improve the image of a

company

This directive marks real progress at

European

level because it is the first time that a text attacks the sometimes misleading advertising of certain companies.

This is a certain form of consumer protection, as detailed by David Cormand, MEP from Europe Ecology-the Greens who voted in favor of this directive.

Certified labels

“

This regulation makes it possible to prevent, for example, pretending that we are selling something that is carbon neutral, when we are simply compensating for carbon emissions, for example by planting trees.
That will no longer be possible to do in such a crude way.
And then, there is also everything that has a label

: when you go shopping, on all the packages, there are labels.
Most often, the company gives itself a label to make the person buying believe that they are buying something virtuous.
There, from now on, these labels will have to be certified

,” comments the MEP.

This directive, which was presented in March 2023 by the European Commission, therefore provides for sanctions for companies that break the rules.

Furthermore, an independent authority will be in charge of verifying the labels on the basis of specific criteria, whether in the context of comparative claims, but also when carbon offsetting and elimination projects are mentioned.

Also read: The EU is trying to agree to reduce packaging but exemptions are piling up

Greenwashing: MEPs tackle misleading advertising from certain companies

Greenwashing: MEPs tackle misleading advertising from certain companies

Certified labels

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