EU Cracks Down on Greenwashing Claims

Brands frequently employ terms like 'good for the planet' or 'carbon zero' that are often self-declared, lacking independent certification and public specifications.

Amélie Mouget noted that these formulas commonly promote virtuous practices and aim to reassure buyers, but their self-declarative nature is a major concern. Companies such as LU and Sephora utilize internal labels like "Clean at Sephora" to imply ethical or sustainable practices, despite these labels not being independently verified.

The European Union adopted a new directive on September 27th to regulate environmental marketing, specifically targeting misleading claims.

Under the new rules, claims of being 'carbon neutral' are banned if they rely on greenhouse gas offset mechanisms, as Amélie Mouget explained, stating, "It's no longer a question for a product to claim to be carbon neutral now."

Companies that fail to comply with these regulations risk fines amounting to as much as 10% of their annual turnover, prompting some, like Apple and Volvic, to adjust their marketing strategies preemptively.

The new directive reinforces official public labels, such as 'bio' or 'ecolabels,' which are independently certified, making it clearer for consumers to identify genuinely sustainable products.

Privately held labels will remain valid only if they are verified by independent bodies, while self-declared corporate labels will face strict scrutiny, although France is experiencing delays in transposing this law into national legislation.

Despite its seemingly laudable intentions, a new 'Animal Welfare' logo, initiated by a leading company in the poultry sector, has drawn significant criticism from associations, according to Amélie Mouget.

This label currently covers 1,300 poultry farms and approximately 20% of French production, yet critics point to issues such as a density of 19 chickens per square meter.

Concerns also persist regarding the continued use of 'turbo chickens,' ultra-fast growth breeds slaughtered at 40 days instead of the typical 80 days, leading four associations to file complaints with consumer protection authorities.