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  • Writer's pictureDaniel Jiménez

European Union and the Green Transition: New Directive Against Greenwashing

In February 2024, the European Union took a significant step toward a more sustainable and transparent economy by adopting the Directive Empowering Consumers for the Green Transition through Better Protection against Unfair Practices and Better Information, commonly referred to as the "Greenwashing Directive". This new legal framework seeks to strengthen the position of consumers in the green market by ensuring that sustainability claims are verifiable, transparent, and, above all, fair. This development represents a critical advance in the EU's efforts to lead the global transition towards sustainability.

New Directive Against Greenwashing
European Union and the Green Transition: New Directive Against Greenwashing

Key Objectives of the Directive

The main goal of the Greenwashing Directive is to:

  • Protect Consumers: Ensure that consumers are not misled by false or deceptive environmental claims, fostering greater confidence in sustainable products and services.

  • Promote Transparency: Require companies to provide clear and accessible evidence to support their sustainability claims, promoting transparency in the market.

  • Establish Clear Standards: Define uniform criteria for sustainability claims, ensuring these are consistent, comparable, and based on scientific evidence.

Impact on Businesses

The Directive signifies a significant change for businesses operating within the EU, as they now face increased responsibility to prove the truthfulness of their ecological claims. Businesses will need to:

  • Verify their Claims: Provide objective and reliable evidence to support any sustainability statements.

  • Adhere to Standard Criteria: Align with the EU-established criteria for sustainability claims, ensuring fair competition and promoting fair business practices.

  • Facilitate Comparability: Ensure that the information provided allows consumers to fairly and transparently compare the sustainability of different products or services.

Benefits for Consumers

Consumers will greatly benefit from the implementation of this Directive, as:

  • Increased Confidence: With verifiable sustainability claims, consumers can trust in the ecological credentials of the products they choose.

  • Informed Decisions: Transparency and comparability enable consumers to make more informed purchasing decisions, favoring truly sustainable products and services.

  • Protection Against Deception: The Directive protects consumers from being misled by unfounded sustainability claims, contributing to a fairer and more ethical market.

European Union: New Directive Against Greenwashing
European Union and the Green Transition: New Directive Against Greenwashing

Challenges and Opportunities

The adoption of the Greenwashing Directive presents both challenges and opportunities for businesses. While compliance will require an initial investment in verifying and documenting sustainability claims, it also offers an opportunity to stand out in an increasingly environmentally conscious market. Businesses that genuinely adopt sustainable practices will be able to differentiate themselves and capture the loyalty of consumers committed to sustainability.


The Directive Empowering Consumers for the Green Transition represents a crucial milestone in the European Union's commitment to sustainability and transparency. By establishing a solid legal framework against greenwashing, the EU not only protects consumers but also promotes a significant shift towards more sustainable and ethical business practices. This is an important step towards realizing the green transition, with the potential to transform the market for the better.

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