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Friday, May 1, 2026

Q&A: How the EU aims to reign in false green claims on products - Clean Energy Wire

*** Please note: This Q&A is part of the CLEW focus on company climate claims. This dossier lists our existing publications and future content plans. Other journalists can also get involved - Find out more here. Our upcoming events and opportunities are here. This blog explains why we decided to launch the project. ***

Content

  1. What is the problem the EU is trying to tackle?
  2. How will the EU tackle the problem? – The initiative on substantiating green claims
  3. What is the Commission expected to propose?
  4. What is the Product Environmental Footprint method and what is its role in the proposal?
  5. What are the key issues of the proposal?
  6. What happens next?

1. What is the problem the EU is trying to tackle?

The number of retail products or services marketed as “climate neutral,” “low-plastic” or “packaging reusable” is rising rapidly as they increasingly represent a way for companies to get a competitive advantage. However, environmental claims like these remain largely unregulated, leading to some calling it the “Wild West” of green advertising.

This means that consumers face an opaque world of sometimes robust, but often misleading, irrelevant or even factually wrong claims, in many cases amounting to greenwashing.

A 2020 study by the European Commission found that about half of the environmental claims assessed “provide vague, misleading or unfounded information about products’ environmental characteristics across the EU and across a wide range of product categories (both...



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