By 2026, it will be forbidden to use generic terms like "ecological," "eco-friendly," "natural," "sustainable," and "biodegradable" on product labels. The European Parliament has given the green light to a directive aimed at improving product labeling and prohibiting misleading environmental claims. These new regulations are designed to tackle various forms of greenwashing, particularly strategies used by some companies to showcase their environmental dedication while offering deceptive information about eco-friendly products.

The objective is to ban any misleading, unsupported, or false statements regarding a product's environmental advantages, ensuring the protection of end consumers and empowering them to make well-informed and conscious purchasing choices. This entails companies providing tangible evidence of their environmental practices, backed by precise and reliable measurement data, to substantiate the claims made on product labels.

Let's explore the specific guidelines that companies must adhere to when incorporating "green" terminology on their product labels:

1. Environmental indications: Terms such as "eco," "ecological," "natural," "biodegradable," or "sustainable" cannot be included on labels without proof of excellent recognized and relevant environmental performance based on approved certification schemes or established by public authorities.

2. Prohibition of misleading commercial communications on durability: Claims regarding a product's lifespan are not allowed if they depend on known characteristics that may limit durability and long-term usage.

3. Prohibition of claims based on emission offset schemes: Statements suggesting a neutral, reduced, or positive environmental impact cannot be included without adequate evidence. Calculations considering secondary aspects for offsetting (which indirectly reduce carbon emissions but are not quantifiable with certainty) are not permitted. The same applies to "carbon neutral" labels not based on approved certification schemes or established by public authorities.

This fresh legislation tackling greenwashing will extend its reach across all economic sectors, encompassing even the realms of food and beverage production. As for its enactment, following the European Parliament's approval, the final nod from the EU Council and publication in the Official Journal are awaited. Upon completion of these steps, Member States will have 24 months to put into effect and uphold the new regulations. This initiative holds promise for a substantial reduction in greenwashing by 2026, fostering a culture of more informed and sustainable consumption.