The European Commission wants to require companies in Europe to back up climate-friendly claims about their products with evidence, under draft rules to stamp out misleading green labels for products from clothing to cosmetics
The European Union is set to propose on Wednesday new requirements on companies seeking to promote goods sold in Europe with labels like "natural", "climate neutral" or having "recycled content".
An accredited verifier - independent of the company - would then need to check the claim, before a company can publicly use it. Companies that make climate-friendly claims without proof could face financial penalties. The draft said the rules aim to help consumers identify which products are truly eco-friendly and give proper credit to companies whose products have real environmental benefits.
Campaign groups welcomed the draft plan as a step forward from the largely unregulated proliferation of green claims today. But they warned the proposal would give companies too much leeway to choose which data or impacts they use to assess a claim - instead of setting a firm Europe-wide standard for all.
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