On Wednesday, January 17, the European Parliament is set to adopt a groundbreaking set of rules aimed at banning misleading environmental claims and greenwashing practices to safeguard consumer interests. This pivotal move is poised to significantly impact the market, aligning with the growing consumer focus on environmental considerations in their purchasing decisions.
The Socialists and Democrats (S&D) have achieved an instrumental breakthrough with this new law, ensuring that consumers are shielded from unfair practices such as greenwashing and premature obsolescence. Notably, the legislation encompasses a prohibition on vague environmental assertions like ‘environmentally friendly,’ ‘natural,’ or ‘eco’ unless companies can substantiate these claims with evidence. Furthermore, commercial communications pertaining to products designed to limit durability will also face prohibition.
Biljana Borzan, S&D vice-president and EP negotiator on ‘Empowering consumers for the green transition,’ emphasized the significance of this legislation in empowering citizens to opt for durable, repairable, and sustainable products. In addressing the prevalence of unsubstantiated environmental claims, the law seeks to dispel the proliferation of misleading marketing tactics, ensuring that products align with their purported environmental attributes.
A key aspect of the law is the requirement for products with a commercial guarantee to bear a label indicating their durability, along with a reminder of the obligatory legal guarantee. By providing consumers with transparent information regarding product longevity, this measure aims to enable informed decision-making and promote the selection of long-lasting goods.
The legislative efforts are further underscored by the endeavor to tackle early obsolescence, particularly concerning products such as mobile phones, printers, and washing machines. By prohibiting commercial communications related to features aimed at limiting product durability, the law endeavors to curb the practice of profiting from short-lived products, extending its protection to consumers well beyond the initial guarantee period.
Drawing attention to the prevailing lack of awareness surrounding legal guarantees, the law seeks to bridge this gap by ensuring that products with commercial guarantees feature clear labeling of the guarantee duration. This provision aims to empower consumers with knowledge about product longevity, enabling them to make informed choices that align with their preferences for durable and enduring goods.
The impending vote on the report ‘Empowering consumers for the green transition’ represents a significant milestone in advancing consumer protection within the European Parliament. With S&D vice-president Biljana Borzan set to provide insights into the vote outcome, the impetus for heightened consumer safeguards against deceptive environmental claims is poised to receive further visibility.
While the directive awaits the final approval of the Council, member states will have 24 months to integrate the new rules into their legislation post its enactment. The comprehensive nature of these provisions underlines the European Parliament’s commitment to fostering a marketplace characterized by transparency and consumer empowerment, heralding a new era in consumer protection against misleading environmental claims.
Market Capital Research 