NATRUE, together with 13 other industry associations, urges EU co-legislators to clarify, harmonise and simplify the Green Claims Directive to ensure a framework that safeguards business competitiveness. As trilogue negotiations continue, we advocate for a regulatory approach that is both practical and aligned with the EU’s simplifications and competitiveness agenda.
Providing consumers with transparent and credible sustainability information is fundamental to fostering innovation and investment in greener practices. A well-structured framework on green claims must level the playing field for businesses while promoting sustainability and maintaining competitiveness. If new regulations are unclear, burdensome, or costly, they will hinder companies from communicating their environmental efforts, ultimately depriving consumers of essential information.
We urge EU policymakers to address key concerns and ensure:
- A clear scope that avoids unnecessary restrictions
- Greater predictability and practical implementation of the verification process to avoid market fragmentation within the EU.
- Clear substantiation and verification requirements that prevent excessive costs and complexity for straightforward claims
- Appropriate transition periods for products already on the market before the Directive’s enforcement, reducing unnecessary waste and product destruction.
- Consistency with other EU legislation (e.g., Packaging and Packaging Waste Regulation) to ensure regulatory coherence and avoid duplication.
The signatory associations urge EU policymakers to take these recommendations to prevent greenwashing and provide consumers with reliable information on the environmental impact of products and services.
NATRUE remains committed to working with policymakers to establish a transparent, predictable, and practical Green Claims Directive. We stand ready to share our expertise and collaborate on solutions that empower both businesses and consumers in the green transition.
The letter can be read in full here.
All NATRUE contributions are available here.