Nuevas reglas contra el “greenwashing”: el domingo entra en vigor la directiva europea EmpCo
The new EU directive targets greenwashing by prohibiting vague environmental claims like "eco" or "green" without solid scientific justification. This mandates that companies provide verifiable evidence alongside marketing statements, aiming to eliminate ambiguous messages that mislead consumers about a product's true environmental impact and to foster informed purchasing decisions aligned with circular economy goals. The regulation strictly bans "climate neutrality" promises based solely on carbon offsets, requiring demonstrable emission reductions instead. It also outlaws self-created eco-labels lacking independent certification, preventing businesses from using marketing symbols to confuse shoppers. These measures ensure that environmental benefits are credible and comparable, protecting consumers from deceptive practices that suggest immediate environmental solutions where none exist. Future sustainability goals must now include realistic execution plans with measurable milestones and external verification. This ensures long-term commitments are substantive rather than empty promises, raising the bar for corporate accountability. This development is highly relevant to greenwashing as it directly combats the industry’s common strategy of exaggerating environmental benefits or masking poor performance with vague terminology, thereby restoring transparency and trust in sustainable marketing.
Source: elmercuriodigital.netPublished on 2026-09-24