EU Publishes Guidelines for Validating Green Claims via Personal Care Magazine

The European Union (EU) has adopted new rules for companies to comply with a ban on greenwashing of products. The so-called green claims directive complements the already-approved EU ban on greenwashing.

MEPs agreed with the Commission that companies should submit any future environmental marketing claims for approval before using them. The claims would be assessed by accredited verifiers within 30 days, according to adopted text.

Companies who break the rules may be excluded from procurements, lose their revenues and face a fine of at least at 4% of their annual turnover. The Commission should draw up a list of less complex claims and products that could benefit from faster or simpler verification, MEPs say.