Los 27 respaldan exigir a las empresas evidencias de reclamos 'verdes' para evitar el 'ecopostureo'
The European Union has endorsed a proposal to combat greenwashing by requiring companies to substantiate environmental claims with scientific evidence. This measure aims to curb “eco-posturing” and ensure that vague or misleading marketing tactics are replaced by transparent, verifiable data regarding a product’s actual ecological impact. Companies will be subject to strict obligations to demonstrate their sustainability efforts, particularly in relation to carbon credits and net-zero targets. They must show tangible progress toward decarbonization and clearly disclose the nature of any compensation strategies, thereby preventing the use of temporary offsets to mask ongoing pollution. This regulation is relevant to greenwashing because it shifts the burden of proof onto corporations. By mandating rigorous justification and banning misleading comparisons, the directive seeks to restore consumer trust and hold businesses accountable for genuine environmental stewardship rather than superficial branding.
Source: cope.esPublished on 2024-06-18