Deliberate greenwashing undermines stakeholder trust and the implementation of the Green Deal

Our position paper about “Substantiating Green Claims” hails the European Commission’s consumer protection initiative as an important step to unmask and inhibit deliberate false claims and early obsolescence practices. An ambitious regulatory framework with strict rules and sanctions will strengthen the consumers’ trust and help them recognise businesses with genuinely sustainable products and services that are currently suffering from unfair competition due to systematic greenwashing practices.

As a matter of fact, experience from our membership shows that these practices not only cause substantial economic loss to sustainable frontrunners in the EU but also have the potential to slow down the implementation of the EU Green Deal altogether.