On 17th January, the EU Parliament approved the text for the Directive on Empowering Consumers for the Green Transition (ECGT). The Directive is part of a new group of greenwashing-focused legislation which aims to level the playing field for businesses marketing sustainability benefits of their products.The directive bans vague claims including “environmentally friendly”, “natural”, “biodegradable”, “climate neutral” or “eco” without proof and will be transposed by member states over the next 2 years. A piece of sister legislation, the Green Claims Directive, is also in development, progress can be tracked here. In the UK, the Advertising Standards Authority and the Competition and Markets Authority often follow the European developments closely so expect to see similar guidance in the UK.Story provided by Root, our Sustainable Packaging business support provider.Read more about Root
