'Greenwashing' y guerras comerciales
The article highlights the emergence of a new legal front against *greenwashing*, based on unfair competition legislation and consumer protection. Unlike large-scale global climate litigation, these lawsuits focus on the accuracy and truthfulness of specific corporate claims, driven by recent European directives that empower consumers to demand reliable information about the environmental benefits of products and services. This trend turns the fight against eco-deception into a direct commercial dispute, where responsible companies and consumer associations could join forces to report competitors who claim sustainability credentials they have not earned. The goal is to curb the *free riding* of corporations that misleadingly exploit green trends to access business opportunities, thereby harming those who have implemented genuine and effective sustainability strategies. The relevance of this text to *greenwashing* lies in its emphasis that the credibility of corporate strategy is more important than advertising slogans. Although the regulations aim for a gradual transition toward 2050, companies must understand that transparency is not optional; the rules require that environmental communications rigorously reflect operational reality, penalizing misinformation as an unfair practice that distorts the market and erodes public trust.
Source: expansion.comPublished on 2024-06-27