Substantiating Green Claims
With more and more brands looking to market their products and services as environmentally friendly, regulators are tightening the rules on substantiating green claims.
As the world scrambles to respond to the climate crisis, consumers are increasingly looking for products and services that are “environmentally friendly” or “sustainable”. Naturally, brands are also looking to demonstrate their environmental credentials. Sometimes, however, this can lead to “greenwashing” – when something is marketed as being beneficial to the environment, but the reality is quite different.
Navigating this space can be difficult for agencies, and regulators are stepping up their efforts to establish a common framework for substantiating environmental claims, to ensure consumers are well-informed in their decisions. At EACA we are closely following the European Commission’s initiative on green claims, which is likely to involve the Commission’s Product & Organisation Environmental Footprint methodology (PEF/OEF). A legislative proposal is expected by the end of Q1 2022.