New EU law banning greenwashing

On 17 January 2024, EU Parliament has approved a directive to improve product labelling and ban misleading environmental claims. The directive aims to protect consumers from deceptive marketing practices and promote informed purchasing decisions. It prohibits the use of general environmental terms without proof and regulates sustainability labels. The directive also emphasizes durability, requiring visible guarantee information and banning false claims about lifespan and repairability.

The law now awaits final approval from the Council and will be implemented within 24 months. It complements the upcoming green claims directive, which provides detailed conditions for environmental assertions.