THE WHAT? The European Commission has proposed new rules to fight greenwashing. The Green Claims Directive purports to force firms to prove their environmental claims via a methodology developed by scientists of the Commission.
THE DETAILS The Environmental Footprint methods provides a full life cycle impact assessment of a given product, which starts from the mining of raw materials, through production and active use, emissions and resource use to final waste management. The system would also facilitate the easy comparison of impacts for similar products.
THE WHY? The Directive would ensure that EU citizens receive reliable information and do not face misleading greenwashing practices. It will usher in clear rules on how companies should prove their environmental claims and labels.
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