Have you heard about Greenwashing? Lately, we’ve seen how more people are concerned about the environment and how their purchasing decisions affect the planet.
Also, companies are changing their marketing strategies to show that they are more sustainable. Unfortunately, some have exaggerated so much that they fall into what is called Greenwashing.
What is Greenwashing?
Greenwashing is the act of claiming that a product or service is environmentally friendly when it is not; it is based on altered, false, or exaggerated information. They do this to attract people who care about the planet. It can take many forms, such as using confusing labels or misleading images, or claiming to be “green” or “eco-friendly” without having real proof.
What was the EU’s response?
Fortunately, the European Union recognizes this problem as real and has taken measures to combat Greenwashing. The new EU guidelines and regulations aim to promote transparency, truthfulness, and authenticity in companies’ communication about sustainable practices.
Directive (EU) 2024/825 of February 28, 2024, is already in action, and European countries are adapting their laws to comply with it. Soon, all communications about sustainability and environmental issues will need to be reviewed and, in many cases, modified to comply with the new regulations.
Key features of the new rules
One of the main features of these new rules is the requirement for transparent and verifiable information. Companies will no longer be able to make vague or unfounded claims about the environmental and social aspects of their products. Instead, they must back up their statements with concrete and verifiable evidence.
Moreover, the EU guidelines emphasize the importance of social commitment; ensuring fair working conditions, promoting gender equality, and respecting human rights at all stages of the company’s operations. These actions must be demonstrated transparently and with concrete actions.
Monitoring and compliance
But how will compliance with these new rules be ensured? This is where independent and periodic monitoring comes into play. Companies will need to be evaluated by independent third-party experts, who will verify compliance with sustainability standards.
This periodic monitoring will ensure that companies maintain their commitment over time and prevent the dissemination of outdated or misleading information.
What benefits does it bring to consumers?
These measures are an important step in the fight against Greenwashing and the promotion of real sustainable practices. Firstly, consumers will be able to trust that companies’ sustainability claims are true and backed by genuine certifications and evidence.
Additionally, these new rules will help ensure that all companies compete on an equal footing. Those that genuinely strive to be environmentally friendly will no longer be at a disadvantage compared to those that claim to do so but do not actually comply. Unfair advantages gained through deception will be ended!
The essential role of consumers
As consumers, we also have a role to play. We must stay informed and be critical of companies’ sustainability claims.
- If something seems too good to be true, it probably is.
- Researching and seeking truthful information from reliable sources will help us make better purchasing decisions.
- Because, as consumers, we are both victims and accomplices of what we buy.
- Additionally, we can support companies that genuinely commit to being eco-friendly by rewarding them with our loyalty and business. In the end, it is consumers’ decisions that drive market change
These new EU rules are on the right track, but there is still much to do. Unfair competition and Greenwashing have been problems for a long time.
It’s time for companies to be accountable for the impact of their products, what they say, and how they operate. With clear rules and active consumer participation, we can move towards a more sustainable and ethical future.
A more eco friendly future
Together, we can ensure that sustainability is more than just words. It must become real actions that benefit both the environment and society as a whole.
At Pax#, we provide help and advice to assess how organizations communicate, and thus comply in the best way with the new standards in Spain and the European Union.
Remember that the law sanctions incorrect information or information that can misleadingly influence consumers. This new directive offers more details and precisions so that customers can access accurate information tailored to the products and services offered.
