Generic environmental claims will require proof of excellent environmental performance, while claims based on emissions offsetting schemes will be banned.

The European parliament and council have provisionally agreed on new rules to ban misleading ‘green’ ads.

The new rules are expected to help consumers avoid purchasing choices based on misleading information.

They update the existing EU list of banned commercial practices.

Under the anti-greenwashing rules, generic environmental claims, such as ‘environmentally friendly’, ‘natural’, ‘biodegradable’, ‘climate neutral’ or ‘eco’, will be prohibited unless there is proof of “recognised excellent environmental performance” relevant to the claim.

Sustainability labels that are not based on approved certification schemes or established by public authorities will likewise face a ban, as will prompting consumers to replace consumables earlier than strictly necessary.

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