Green Claims direktivet er en del af EU’s indsats for at bekæmpe greenwashing og skal sikre, at forbrugerne får pålidelig og transparent information om produkters og ydelsers miljøpåvirkning.  

The directive aims to regulate how companies communicate their sustainability efforts, with the purpose of protecting consumers and promoting genuinely sustainable choices. Ultimately, it seeks to combat greenwashing and strengthen consumer protection and trust in businesses.

Requirements for companies

With the Green Claims Directive, several obligations for companies seeking to market green initiatives to consumers are introduced.

including:

• Communication about green initiatives must be clear and not misleading, using simple and precise wording so that messages are easy for consumers to understand. 
• You may only use environmental certifications if they are based on third-party verification schemes or established by public authorities, particularly when making claims about products' climate or sustainability impacts.
• Companies must be able to substantiate their claims with data and verifiable facts.
• If comparing your product to others, the comparison must be fair and based on equivalent data.