NATRUE, together with 14 other European associations, has issued a joint statement to reiterate our concerns on the current text of the Green Claims Directive proposal and to urge policymakers to oppose the proposal in its current form.
We firmly believe that credible sustainability communication is essential to empower consumers and foster innovation. We have consistently advocated for clear, harmonised rules that build consumer trust and ensure a level playing field across Europe. However, as it stands, the text could discourage companies from communicating legitimate sustainability efforts — a phenomenon known as “greenhushing” — diverting critical resources from sustainability innovation to compliance. This undermines the EU’s competitiveness and simplification agenda, as well as its goals of fostering consumer information. Given these concerns, we urge EU policymakers to oppose the Green Claims Directive in its current form.
We remain open to continued dialogue and welcome discussions on the coherent and effective application of the recently adopted Directive on Empowering Consumers for the Green Transition. Set to apply in 2026, it establishes requirements for environmental claims, including the obligation that they must not be based on false or misleading information. We stand ready to support EU policymakers by sharing our expertise on this important matter, as we have done throughout the legislative process to date.
NATRUE and its co-signatories stand ready to continue engaging constructively with EU policymakers, as we have throughout the legislative process, to help ensure that sustainability policy is both credible and implementable.
The letter can be read in full here.
All NATRUE contributions are available here.