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 such as “eco” or “green” unless they are supported by solid scientific justification. It requires companies to provide verifiable evidence to accompany their marketing statements, aiming to eliminate ambiguous messages that mislead consumers about a product’s true environmental impact and to promote informed purchasing decisions that align with circular economy objectives. The regulation strictly bans promises of “climate neutrality” that rely solely on carbon offsets, requiring demonstrable emission reductions instead. It also prohibits self-created eco-labels that lack 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 implementation plans with measurable milestones and external verification. This ensures that long-term commitments are substantive rather than empty promises, raising the bar for corporate accountability. This development is highly relevant to combating greenwashing, as it directly addresses 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