New EU anti-greenwashing rules enter into force

illuminem summarises for you the essential news of the day, reviewed by our editorial team. Read the full piece on ESG Today or enjoy below:

🗞️ Driving the news: The EU’s Empowering Consumers for the Green Transition Directive (ECGT) entered into application on September 27, introducing new rules targeting misleading environmental claims and hidden product obsolescence
• Companies face tighter requirements for sustainability marketing, product durability claims and future climate commitments

🔭 The context: Adopted in 2024, the directive bans unsupported generic claims such as “environmentally friendly” and restricts sustainability labels to those backed by recognized certification schemes or public authorities
• Companies making forward-looking environmental claims must also provide a detailed, publicly available implementation plan with measurable targets, resources and independent verification

🌍 Why it matters for the planet: The rules aim to make environmental information more credible, helping consumers distinguish substantiated sustainability claims from greenwashing
• By addressing both marketing and product durability, the directive could also encourage longer-lasting products and more informed consumption

⏭️ What’s next: National authorities are expected to enforce the new requirements across EU markets
• Companies may need to review environmental claims, sustainability labels, durability messaging and climate pledges to ensure they meet the new criteria

💬 One quote: The European Commission previously noted that “40%” of green claims were completely unsubstantiated, according to studies cited when the legislation was proposed

📈 One stat: 40% — the share of EU green claims that Commission-cited studies found were completely unsubstantiated

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