EU Tightens Rules on Green Claims to Combat 'Biodegradable' Misconceptions
European regulators are tightening rules around environmental claims made by brands. The UK, for instance, is now requiring businesses to adhere to the Green Claims Code to ensure consumers understand the impact of products on the environment.
In Europe, the use of the term 'biodegradable' is being phased out, with 'compostable' claims now needing certification. This shift aims to prevent consumers from being misled by loosely based environmental claims. Sarahjane Widdowson, Global Waste Management + Policy Lead at Root, warns that such claims can damage a brand's reputation.
The UK government has issued the Green Claims Code to guide businesses in complying with consumer protection law. The code emphasizes that green claims should be accurate, clear, and cover a product's entire life cycle. High-profile lawsuits in the U.S., particularly targeting plastic packaging, have highlighted the risks of greenwashing - making false environmental claims.
Brands and producers are increasingly responsible for understanding and complying with environmental policies. In the UK, green claims fall under consumer protection law, and the Green Claims Code checklist helps businesses navigate these regulations. Using the right terminology and having evidence to back up claims is crucial to avoid greenwashing, which can erode customer loyalty and trust.
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