The EU Green Claims Legislation is part of the European Union's efforts to combat greenwashing and promote accurate, transparent environmental communication. It proposes minimum requirements for the substantiation, communication and verification of explicit environmental claims. Read on to see which two main objectives it follows.
1. Green Claims
Why we could benefit from green claim regulation
EU studies have shown that 53% of green claims were vague, misleading or unsubstantiated. Forty percent of green claims were not supported by evidence [1].
How the EU legislation may help
The main objective is to reduce misleading marketing practices and false environmental claims (greenwashing). Companies will be required to substantiate all green claims with clear, credible and scientifically based information, making it easier for consumers to make informed choices about the sustainability of products [2].
Substantiated claims: Companies must provide reliable scientific evidence to support their environmental claims. This includes conducting Life Cycle Assessments (LCAs), which examine the environmental impacts of a product throughout its life cycle, from production to disposal.
Vague or generic claims such as "carbon neutral," "environmentally friendly," or "100% recycled" must be supported by data and methodologies validated by independent third-party assessments. Each claim must be specific, relevant and substantiated to ensure that it reflects real environmental benefits.
Comparative environmental claims, such as that a product is "better for the environment" than a competitor's product, must provide clear, evidence-based comparisons based on widely accepted methodologies.
2. Environmental Certifications
Sustainability is only followed if the environmental aspects, animal welfare and human welfare are taken into account along the entire value chain.
How the EU legislation may help
The legislation also seeks to regulate environmental labels and certifications. Only approved and verified labels that meet certain criteria will be allowed, to prevent companies from creating false or misleading labels to suggest a higher level of sustainability. There will be standardized labels across the EU to ensure that consumers are not confused by multiple, inconsistent environmental logos or claims. They will be subject to independent verification by accredited bodies to ensure they are accurate and based on sound evidence.
Do we really need more regulation?
Unless large parts of the textile industry do not follow voluntary self-regulation, conventional industrial practices may result in further regulations by the legislature. To avert this alone, the textile industry should make a voluntary commitment. Legislation runs counter to the production conditions of a rapidly changing global textile industry.
Around 40,000 to 60,000 industrial chemicals are used commercially worldwide. Only 33 of these are banned in textiles in the EU [3].
The EU green claims legislation will apply to all companies operating in the EU market, whether based inside or outside the EU, as long as they sell products or services in the EU. This will have a global impact.
Who benefits?
The EU Green Claims Legislation is an important step towards eliminating greenwashing and promoting true sustainability. By enforcing transparency, scientific verification and standardization, the EU aims to ensure that consumers can trust the environmental claims they see and that companies are motivated to adopt more sustainable practices.
Companies will be forced to rethink their sustainability strategies and ensure that they can substantiate their environmental claims. Consumers will benefit by having access to reliable information about the environmental impact of the products they buy, enabling them to make more informed choices.
The facts:
- EU member states must implement the legislation by September 27th, 2026.
- The 2020 EU study found that 80% of companies made green claims.
- In 2014, only 71% of companies made green claims.
Typical green claims are:
Eco-friendly, All-natural, Made with organic ingredients, Biodegradable or sustainable packaging, Non-toxic, CFC-free, Plastic-free, Recycled plastic, Sustainably sourced Carbon-neutral, Net-zero, Recyclable, Compostable, Energy-efficient, Vegan, Cruelty-free, Environmentally responsible, No harmful chemicals, Zero waste, Clean energy, or Ethically made – read on how to spot greenwashing.
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