Europa contra el 'greenwashing' de las marcas | Radiocable.com - Radio por Internet - La Cafetera
Europa contra el 'greenwashing' de las marcas | Radiocable.com - Radio por Internet - La Cafetera
The European Commission has approved a landmark directive that ends greenwashing by banning the use of vague or misleading environmental claims without verifiable backing. This regulation eliminates generic labels such as “eco” or “climate-neutral” from products, requiring that any sustainability claim be based on measurable, reliable, and comparable data. The primary objective is to protect consumers and restore trust in commercial information, ensuring that brands do not exaggerate their environmental commitments. The fashion and textile sector lies at the heart of this regulation, as it has historically exploited such imprecise statements to enhance its image. The new law obliges companies to substantiate their claims through specific methods, clearly distinguishing between emission reductions and offsets, as well as reporting on the durability and recyclability of garments. This transforms green marketing from a superficial promotional tool into a mandatory exercise in technical transparency, penalizing misinformation that, in more than half of the cases studied, deceived consumers. This measure is crucial for combating greenwashing because it establishes a uniform legal framework that empowers buyers and investors, making it harder for companies to engage in unfair competition by presenting themselves as more sustainable than they actually are. Although it entails additional costs for brands, its significance lies in driving a genuine circular economy, where accurate information enables responsible consumption decisions. By requiring scientific verification, the directive discourages deceptive practices and promotes a true ecological transition grounded in integrity rather than perception.
Source: radiocable.comPublished on 2023-03-24