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 not reliable, 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 practise known as greenwashing.
With a proposed new law on green claims, the EU is taking action to address greenwashing, and protect consumers and the environment.
Ensuring that environmental labels and claims are credible and trustworthy will allow consumers to make better informed purchasing decisions. It will also boost the competitiveness of businesses who are striving to increase the environmental sustainability of their products and activities.