APPLiA Director General Paolo Falcioni said: Contrary to Von der Leyen’s ‘simplification revolution’ of companies’ regulatory burden, the Green Claims Directive is yet another example of lengthy reporting obligations for businesses stalling innovation and holding Europe back in the global tech race. Europe urgently needs a bold signal that the EU is serious about cutting unnecessary red tape.
Voluntary green claims are essential for promoting sustainability. They help companies highlight environmental benefits, drive innovation, and differentiate products, creating a competitive market for sustainable goods. This benefits both the environment and consumers, who get access to better, more sustainable products. However, the proposed procedures may be impractical, costly, and time-consuming for businesses, complicating product launches without offering clear value to consumers. The goal should be to encourage innovation and transparency in sustainability, with a balanced approach that ensures verification without hindering progress or discouraging legitimate claims.
This paper contributes the following recommendations to ensure that the Green Claims Directive provides real value in driving consumer choice and fostering innovation:
While it remains essential to provide trustworthy information to consumers, the new legislation should not fall in the trap of discouraging companies from making valuable claims that drive consumer choice. The added burden of extra reporting and the cost of verifying environmental claims could lead companies to refrain from making these claims, ultimately limiting the information available to consumers. Innovation would also suffer, as companies would have less motivation to invest in sustainable product development, which requires both financial resources and effort.
For further information, please contact:
Franziska Decker, APPLiA Environment Policy Manager
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