EU warns 20 member states over failure to adopt anti-greenwashing rules

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🗞️ Driving the news: The European Commission has opened infringement procedures against 20 Member States for failing to fully transpose the Directive on Empowering Consumers for the Green Transition, which aims to curb vague or misleading environmental claims by companies
• Countries have two months to respond before the Commission may escalate the matter to the Court of Justice of the EU

🔭 The context: The 2024 directive requires firms to substantiate green claims, covering sustainability, circularity, repairability, and product durability
• Unverified claims such as “biodegradable” or “environmentally friendly” without evidence are prohibited • It also introduces harmonized labels and clearer visibility of guarantees to prevent early obsolescence and greenwashing

🌍 Why it matters for the planet: Enforcing credible sustainability claims strengthens consumer trust and pressures companies to adopt genuine environmental practices
• This reduces the risk of misallocated resources, ensures that products with lower environmental impact are promoted, and incentivizes durable, repairable goods, directly supporting climate and resource efficiency goals

⏭️ What’s next: Member States are urged to submit full transposition measures within two months
• Failure could result in reasoned opinions and referral to the EU Court, potentially leading to penalties
• Businesses would need to review marketing, governance, and verification processes to ensure compliance before the rules take effect on 27 September 2026

💬 One quote: “The Directive improves the reliability and transparency of green claims and sustainability labels… It also ensures that shoppers have access to better information on a product’s durability and repairability.” – European Commission

📈 One stat: Previous studies indicated that over 50% of EU green claims were vague or misleading, and 40% completely unsubstantiated

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