
Backtracking on green claims? the EU’s fight against greenwashing at a crossroads
Ana Carcau (master’s student in European Union Law at the School of Law of University of Minho)
In March 2023, the European Commission presented the long-awaited proposal for a Green Claims Directive,[1] a legislative initiative designed to bring transparency and credibility to environmental claims made by companies across the European Union (EU). By targeting misleading environmental claims and demanding clear, science-based substantiation, the proposal aimed to restore consumer trust and ensure that the growing market for sustainable products was based on truth rather than illusion.[2] In short, it was widely seen as a cornerstone of the European Green Deal,[3] designed not only to inform but to empower consumers, protect genuinely sustainable companies and create a level playing field across the Single Market.[4]
However, recent reports suggest that the proposal now faces political and institutional limbo. On the 20th of June, reports emerged that the Commission was considering formally withdrawing the proposal, citing concerns over the potential regulatory burden on microenterprises, which number around 30 million across the EU. Although no formal withdrawal has occurred, the Commission confirmed that such a step remains on the table if Member States and the Parliament cannot agree on a carve-out for these businesses. Negotiations between co-legislators were suspended just before a crucial trilogue meeting scheduled for the 23rd of June, following growing resistance from several national governments and the center-right European People’s Party. With Italy retracting its support and no compromise in sight, the Polish Presidency of the Council has now effectively paused the legislative process indefinitely.[5]
Amid legislative gridlock and concerns about administrative burden, this retreat, or threat thereof, raises serious concerns about the EU’s regulatory resolve in the face of industry lobbying, political fatigue and an evolving institutional landscape. If the proposed Green Claims Directive is ultimately withdrawn, it will mark a significant step backwards in the EU’s fight against deceptive green marketing and could send a troubling signal about the fragility of the EU’s green legislative momentum at a time when it should be accelerating.[6]
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