The Road to Green 12: How is the EU combating greenwashing?

Where does the line between green and greenwashing lie?

Euronews dives into this question by first interviewing shoppers in Belgium, who express confusion about the multitude of green labels on the market.

Greenwashing is an attempt by a company to present its products as more environmentally friendly than they really are. The methods used are many and varied, including the unfounded use of a green label, vague sustainability terminology with no real meaning and imprecise promises of carbon-friendly manufacturing. 

To combat this trend, the EU is introducing a Directive on empowering consumers in the green transition. This is designed to limit abuses and provide a better framework for the various eco-labels that have flooded the market in recent years. In parallel, the Green Claims Directive aims to ensure that companies substantiate any green claims or labels they use.  

The EU Ecolabel was created 30 years ago by the European Commission and rewards nearly 100,000 products and services in the EU for their green credentials.

In this final episode of the season, Euronews visits Glowi, a Belgian cleaning company and Stayokay Hostel in Amsterdam, which both show that using the EU Ecolabel and combatting greenwashing brings advantages to their employees, customers and businesses alike.

Watch on Euronews here

Background

Today, it is difficult for consumers to make sense of the many labels on the environmental performance of products (both goods and services) and companies. Some environmental claims are unreliable and consumer trust in them is extremely low. Consumers can be misled and companies can give a false impression of their environmental impacts or benefits - a practice known as greenwashing. 

With a proposed new law on green claims and a new Directive on empowering consumers in the green transition, the EU is taking action to address greenwashing and protect consumers, and the environment. 

Alongside the changes in EU law, the EU Ecolabel helps consumers, retailers and businesses make truly sustainable choices. Launched in 1992, products with the EU Ecolabel logo are high-quality while also meeting the highest environmental standards.

Watch previous episodes from 'The Road to Green'

Disclaimer

DG ENV co-finances the production of 'The Road to Green', while Euronews retains full editorial independence. Views and opinions expressed in the programme are solely those of the speakers and do not necessarily represent the views and opinions of the European Commission or any other entities.