News from Brussels

In June, Europeans elected a new parliament. At, Målbar, we have been eager to learn which approach the new council would take. Especially in regard to the existing law proposals under the Green Deal directive, such as the Green Claims Act.

Now, the European Council has adjusted the law proposal, and we have good news. They have kept the Product Environmental Footprint (PEF) rules as standard for Life Cycle Assessments (LCA) and for documenting environmental claims and labels. Also, environmental labels must be third-party verified.

On the other hand, they have allowed for postponement of using the PEF category rules (PEFCR). PEFCR are sector and product group specific rules and conditions that should be considered in corresponding sectors and within corresponding product groups. This risks delaying the developing of PEFCR’s further.

General rules about green claims

The European Council has also established a number of rules for general praising of products or services that do not require LCA’s*.

Environmental claims – including the wording, imagery, layout, choice of colors, images, pictures, sounds, symbols or labels – should:

• Relate only to aspects that are significant in terms of the product’s environmental impact.
• Be clear and unambiguous regarding which aspects of the product they refer to
• Provide a truthful and accurate representation of the scale of the environmental benefit achieved
• Include information explaining to consumers how their behavior can positively contribute to the protection of the environment.

Environmental claims – including the wording, imagery, layout, choice of colors, images, pictures, sounds, symbols or labels – should not:

• Omit or hide important information about the environmental performance of the product that consumers need in order to make informed choices.
• Overstate the environmental benefit achieved.

Environmental goals and targets that relate to the transition to carbon or climate neutrality, or a similar objective, are prohibited unless they are supported by:

• Clear, objective, publicly available, and verifiable commitments
• Include measurable and time-bound targets
• A detailed and realistic implementation plan that shows how these commitments and targets will be achieved
• All the relevant elements necessary to fulfill the commitments, such as the allocation of resources and technological developments
• A verification by an independent third party expert, who regularly monitors the progress with regard to the commitments and targets, including the milestones for achieving them.

Many of these rules already apply in Denmark as of the consumer ombudsman’s rules on green marketing.

At Målbar, we are pleased with the European Council’s continued focus on and engagement in the green agenda. Because it means that it will be easier for the Europeans to make responsible choices through enlightening and documented communication.

 

 

*(https://data.consilium.europa.eu/doc/document/ST-11312-2024-INIT/en/pdf, page 32-37).