The European Parliament is continuing to ensure transparency in product marketing and has agreed on a directive that aims to improve product labelling and ban the use of misleading environmental claims to help consumers make better purchasing choices.
Moreover, the new rules will also ban unfounded durability claims, prompts to replace consumables earlier than strictly necessary and presenting goods as repairable when they are not. The directive would be effective after it receives final approval from the Council. Even after approval the member states will have 24 months to transpose it into national law.
The new rule will make product labelling clearer and more trustworthy by banning the use of general environmental claims like “environmentally friendly”, “natural”, “biodegradable”, “climate neutral” or “eco” without proof.
The use of sustainability labels will also now be regulated. In the future, only sustainability labels based on official certification schemes or established by public authorities will be allowed in the EU. Additionally, the directive will ban claims that a product has a neutral, reduced or positive impact on the environment because of emissions offsetting schemes.
Sources say the objective of the new rule is to make producers and consumers focus more on the durability of goods. Guarantees will have to be more visible and a new, harmonised label will be created to give more prominence to goods with an extended guarantee period.
Member European Parliament Biljana Borzan stressed on the need to step away from throwaway culture and make marketing more transparent while fighting premature obsolescence of goods. People will be able to choose products that are more durable, repairable and sustainable thanks to reliable labels and advertisements.
