By Inspiration Space in Sustainability — May 13, 2023

EU Votes to Ban Popular Greenwashing Terms

In a bold move against greenwashing, the European Parliament has voted for new legislation that will ban the use of labels like 'carbon neutral', 'environmentally friendly', 'natural', 'biodegradable' and 'eco' unless substantiated by solid, science-based evidence. Find out what this means for you.

A survey conducted by the EU found that 53% of environmental product claims were vague, misleading or unfounded.

This is often due to businesses not being Carbon Literate or having an understanding of science-based claims.

In fact, more than 50% of cases, companies could not provide sufficient information for consumers to assess the accuracy of the green claim made.

Which is why sustainability champions are galvanised by the latest bold move against greenwashing by the European Parliament.

Eco-Friendly No More

The proposed rules will ban the use of labels like 'carbon neutral', 'environmentally friendly', 'natural', 'biodegradable' and 'eco' unless substantiated by solid, science-based evidence.

They also prohibit misleading practices such as advertising a product as wholly green when only one aspect of it is sustainable.

Importantly, sustainability labels will now be governed by official certification schemes recognised or set up by public authorities.

The Opportunity

Sustainable values are gaining momentum as the most sought-after marker of quality for consumers and investors alike.

As a result, freelancers, consultants, and agency owners that prioritise environmental, social, and governance (ESG) practices 'walk the walk' send an important signal that they have an eye on long-term success.

According to Deloitte's survey of top executives, 97% expect climate change to impact company strategy and operations. Nearly three quarters of businesses surveyed reported having increased their spending on these causes over the past year, with 19% citing increases as high as 20%.

This means there's a big opportunity for folks in the Communications Industries (e.g. Marketing, Branding, PR, Advertising and Social Media) to add new/more value by helping their clients avoid these common pitfalls.

And if you have a sustainable product brand, now's the time to triple check your marketing and communications so you don't fall foul of new and existing legislation.