Green Claims

The EU Commission and national consumer authorities have released the results of a screening focused on ‘greenwashing‘, the practice in which companies claim to be more environmentally friendly than they actually are. They analyzed green online claims from various business sectors, including garments, cosmetics, and household equipment. In 42% of cases, national consumer protection authorities had reason to believe that the claims were exaggerated, false, or deceptive, potentially qualifying as unfair commercial practices under EU rules. ‘Greenwashing’ has increased as consumers increasingly seek environmentally sustainable products.

Regarding this topic, it’s also noteworthy to highlight the EU initiative “Strengthening the Role of Consumers in the Green Transition.” Among its goals, it aims to ensure that consumers receive reliable and useful information about products. It aims to prevent the dissemination of overstated environmental information.

The Importance of Clear Communication

Claims and environmental labels play a crucial role in describing a product. Both aim at communicating its performance and environmental characteristics. When these claims and labels are based on scientific and objective studies, in compliance with existing standards and laws, they become a trustworthy source of information. This helps to prevent greenwashing.

However, when there is no scientific evidence, and the sole purpose is to enhance the brand’s image, the manufacturer fails to provide genuine information to its consumers and risks facing criticism.

Labels & Claims

Environmental labeling objectively describes the environmental aspects of a product, often including information about waste collection. Some European countries have made environmental labeling mandatory, but with varying regulations and objectives.

Green claims are statements based on ISO 14040 and ISO 14022 standards. They are not mandatory and convey environmental aspects of a product or process. These may include self-declared claims such as “recyclable” or “compostable,” as well as marks that require third-party verification.

Mérieux NutriSciences is ready to support your product’s environmental declaration:

We offer consultancy on environmental labeling through our network of consultants, helping to navigate the international landscape where specific legislation is limited to certain countries. For voluntary green claims, we can assist in applying environmental self-declared claim standards and provide testing to support the claim, such as compostability, biodegradability, reusability, and recyclability of paper.

Enhanced Services

We can assist producers in making informed decisions about using voluntary green claims on their products. Our services include:

Claim Risk Analysis: We assess the requirements that producers need to meet when using a green claim, including legislation and standards.
Ecological Label Observatory: We study existing brands and their demand in the market to provide guidance for potential choices.
Claim Screening and Impact: We conduct surveys to understand consumer perceptions and how the claim influences their likelihood to make a purchase or their comprehension of it.
Social Media Listening: We evaluate claims by studying emerging trends.

Contact our experts on claims and environmental labels today!

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