In response to increasing demand, more and more companies claim to be sustainable. This may be legitimate sometimes, but more frequently these claims are nothing but greenwashing. Fortunately, the European Union has introduced new legislation against greenwashing, a crucial step in promoting transparency. Read more about what the law entails and what it means for you as a consumer and for us as a sustainable brand here.

GREENWASHING DEBUNKED

While the term greenwashing may sound nice without knowing the meaning, it certainly is not. Greenwashing involves companies or agencies pretending to be greener or more socially responsible than they are. This deceptive strategy undermines the efforts of truly sustainable brands, hinders progress toward a green economy, and confuses consumers who consciously want to make greener choices. The lack of regulation has long allowed companies to do this with impunity, creating an uneven playing field where the line between truth and deception has become blurred

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THE NEW EU LAW AGAINST GREENWASHING

This revolutionary European Union legislation aims to break through the confusion and bring the truth to the surface. The main aim is to ensure that companies can back up their sustainable statements with evidence rather than unsubstantiated claims. The main features of the new law are as follows:

Generic environmental claims and misleading product information are banned;
Sustainability labels must be based on approved certification schemes or established by a government agency;
Improved visibility of warranty information;
Ban on advertising goods with design features that shorten lifespan;
Prohibition of unproven durability claims in terms of useful life or intensity of use;
Prohibition of presenting goods as repairable when this is not the case.

THE NEW EU LAW AGAINST GREENWASHING

Generic environmental claims and misleading product information are banned;
Sustainability labels must be based on approved certification schemes or established by a government agency;
Improved visibility of warranty information;
Ban on advertising goods with design features that shorten lifespan;
Prohibition of unproven durability claims in terms of useful life or intensity of use;
Prohibition of presenting goods as repairable when this is not the case.

WHY WE WELCOME THE LAW

As a brand that stands for transparency and genuine sustainability, we are super happy with this new law. It symbolises a new era where honesty wins out over misleading rhetoric, where brands can no longer hide behind baseless green claims. The authenticity of one's green pledges is now the focus and this works directly in our favour. The rule requires more than just statements; it calls for concrete evidence of sustainable practices. This additional layer of verification creates a more level playing field for us, as brands that have merely capitalised on green consumer trends without investing in real change will be exposed. We see this law as a powerful catalyst for change, further legitimising our efforts and strengthening our determination to lead the way through sustainable fashion. This is a victory not only for us but for all truly sustainable brands fighting for a greener future.

WHAT DOES IT MEAN FOR YOU?

For conscious shoppers, this law represents an important step towards greater honesty and transparency in the pursuit of truly sustainable products. You no longer have to wonder if you are being tricked. Instead, you can rest easy knowing that every green claim made by brands is backed by concrete evidence. These new regulations end the guesswork when shopping and make it easier to support brands that contribute to the well-being of our planet. You now have the power to make more informed choices and get behind brands that are serious about working towards a greener future. This law is more than just a legal obligation; it is a guarantee that your environmentally conscious choices will have a real positive impact.